David Brennan, the CEO of AstraZeneca UK Limited (AZN), was passionate about conveying new medicine to the patients. However, the business was transforming to one that featured decreased productivity in R&D., more competition from generic drugs, government regulations that were harder, and less patent protection.
The strategy? Build a pipeline with new prescribed drugs that were exclusive enough to offer a benefit that is differentiated to patients, grow the company globally, streamline the organization and increase efficiency, and build a culture of cooperation, imagination, and courage. Would the company be able to give a consistent and sustainable pipeline of new products-at lower cost, probably with fewer folks? How might the business average two new products to market every year?
PUBLICATION DATE: August 16, 2012 PRODUCT #: UV6507-PDF-ENG
This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP
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