Arthur D Levinson



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Code : ENT0001

Year :
2003

Industry : Health Care

Region : USA

Teaching Note:Not Available

Structured Assignment :Not Available

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Abstract: Genentech was the first biotechnology company in the world. Arthur D. Levinson was one of the first few scientists who joined Genentech on its inception in 1976. He served the company during all the three stages of its evolution. After taking charge as the CEO, he changed the strategic direction of the company. Analysts hailed his steps and even the big pharma companies followed his strategies later. He won a number of awards not only for himself but also for the company.

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Pedagogical Objectives:

  • To discuss how Levinson played an effective leadership role to change the strategic direction of the company
  • To discuss how Levinson became role model for other big pharma companies

    Keywords :Entrepreneurship Case Study, Genentech, Biotechnology industry, Arthur D Levinson, Avastin, Blockbuster, 5x5 goals, Targeted therapy, Pharmaceutical industry, Food and Drug Administration, Scientific leadership, Herceptin, Mergers and alliances, Research and development, Patent

    Contents :
    » GENENTECHAND LEVINSON(1977 TO1995)
    » CHASING BLOCKBUSTERS
    » LEVINSON: THE CEO
    » UCSD/SALK TRANSLATIONALMEDICINE AWARD


    Case Introduction >>


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