Business Modeling for Life Science and Biotech Companies
Creating Value and Competitive Advantage with the Milestone Bridge
Routledge – 2014
Routledge – 2014
Most books on the biotechnology industry focus on scientific and technological challenges, ignoring the entrepreneurial and managerial complexities faced bio-entrepreneurs. The Business Models for Life Science Firms aims to fill this gap by offering managers in this rapid growth industry the tools needed to design and implement an effective business model customized for the unique needs of research intensive organizations.
Onetti and Zucchella begin by unpacking the often-used ‘business model’ term, examining key elements of business model conceptualization and offering a three tier approach with a clear separation between the business model and strategy: focus, exploring the different activities carried out by the organization; locus, evaluating where organizational activities are centered; and modus, testing the execution of the organization’s activities. The business model thus defines the unique way in which a company delivers on its promise to its customers. The theory and applications adopt a global approach, offering business cases from a variety of biotech companies around the world.
"Onetti and Zucchella provide a powerful framework for designing an effective business model. The focus on life science companies makes it a must-read for all bio-entrepreneurs." - Patricia P. McDougall, Indiana University, USA
"This book is of great help for entrepreneurs and scientists aspiring to create a sustainable business out of research. The use of real life business cases makes the book practical and interesting to read. I recommend it to everybody working in the area of life science startups." - Elizabeth Robinson, Nicox Research Institute, Italy
"Onetti and Zucchella provide a simple but powerful management tool to visualize a company's business model. Their fresh approach to milestone completion allows the business executive to focus on which company resources are best utilized to create value during each stage of growth and development. Their insightful guidance shines a welcome light on the challenging task of executive decision-making." - Lisa Conte, Napo Pharmaceuticals, USA
"Milestone Bridge offers a compelling and useful set of frameworks, tools, and example to help guide the life sciences entrepreneur through the complex array of choices they face. Every life science entrepreneur and investor should read this very practical and insightful book."- Gary P. Pisano, Harvard Business School, USA
1. Introduction to The Milestone Bridge 2. Bridging the Gaps 3. Milestones to Go Before I Sleep 4. Avoiding the Bridge to Nowhere 5. Bridging Theory to Practice 6. The Milestone Bridge: Case Studies 7. Conclusions
Alberto Onetti divides his academic career between Italy at the University of Insubria in Varese and LUISS in Rome, and San Francisco State University, USA. He is Chairman of the Californian Mind the Bridge Foundation. He is a seasoned serial entrepreneur and business consultant. Twitter: @aonetti
Antonella Zucchella is Professor of Marketing and International Entrepreneurship at the University of Pavia. She has been Visiting Professor at the Universitè Robert Schuman - Strasbourg and Universitè Jean Moulin Lyon 3, France. Her research focuses on innovation and international business. Antonella is author of over 100 articles and several books.