In the biotech world, the 18-year-old Munich company MorphoSys was rare: it was profitable. The company achieved this profitability is not at the expense of developing and selling its own products, but the licensing of access to your own library of human antibodies. Recently, the company has decided to move away from this model, and are trying to develop their own patented products. The case allows you to analyze "the license against vertical integration" solutions business model, and can be used to teach the principles of the business model, the model of the functioning of markets and know-how. "Hide
by Gary P. Pisano, Ryan Johnson, Carin-Isabel Knoop Source: Harvard Business School 17 pages. Publication Date: March 17, 2011. Prod. #: 611046-PDF-ENG
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