Genentech's Business Strategy


Code : COM0012

Year :

Industry : Health Care

Region : USA

Teaching Note:Not Available

Structured Assignment :Not Available

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Abstract: Genentech, the pioneer of the biotechnology industry and one of the world's leading biotech companies, was founded in 1976. The company in its early years, aspired to become a blockbuster-producing giant but was unsuccessful. When Arthur D Levinson took over as the CEO in 1995, he shifted Genentech's focus to targeted therapies from blockbusters.

In 2002, it was the top US seller of branded anti-tumor drugs. It outperformed big pharma companies such as Novartis and AstraZeneca in this segment.

In 2003, the company's market cap of about $30 billion was bigger than most big pharma players. According to analysts, the exciting thing about the company was not its stock price or its growing supremacy in the cancer segment; rather it was the company's unique strategy unlike other players in the industry.

Pedagogical Objectives:

  • To discuss Genentech's business strategy of shifting its focus to targeted therapy drugs unlike the big pharmaceutical companies and how it paid off to transform it into a behemoth in the global pharmaceutical industry.
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    Keywords : Genentech; Business strategy; Biotechnology industry; Research and development; Corporate Strategies Case Study; United States pharmaceutical industry; Avastin; Arthur D Levinson; Big pharma; Targeted therapies; Rituxan; Herceptin; Food and drug administration; United States Food and Drug Administration; Blockbuster drugs; Biologics license application

    Contents :
    Genentech's Business Strategy
    The Road Ahead

    Case Introduction >>

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