Business Modeling for Life Science and Biotech Companies: Creating Value and Competitive Advantage with the Milestone Bridge

212 Pages·2014·2.13 MB·English

by  Alberto Onetti

“Milestone Bridge offers a compelling and useful set of frameworks, tools,
and example to help guide the life science entrepreneur through the com-
plex 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
“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 cre-
ate 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 every-
body 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 chal-
lenging task of executive decision-making.”
— Lisa Conte, Napo Pharmaceuticals, USA
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Business Modeling for Life Science
and Biotech Companies
Most books on the biotechnology industry focus on scientifi c and techno-
logical challenges, ignoring the entrepreneurial and managerial complexities
facing bio-entrepreneurs. Business Modeling for Life Science and Biotech
Companies aims to fi ll 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 activi-
ties. The business model thus defi nes 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.
Alberto Onetti is Professor of Entrepreneurship and divides his academic
career between Italy at the University of Insubria in Varese and Silicon Val-
ley. 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 Entrepre-
neurship at the University of Pavia in Italy. She has been Visiting Professor
at the Université Robert Schuman—Strasbourg and Université Jean Moulin
Lyon 3, France. Her research focuses on innovation and international busi-
ness. Antonella is author of over 100 articles and several books.
Routledge Studies in Innovation, Organization
and Technology
For a full list of titles in this series, please visit www.routledge.com

6 Knowledge and Innovation 13 User-Innovation
A Comparative Study of the USA, Barriers to Democratization and
the UK and Japan IP Licensing
Helen Brown Victor R. G. Braun and
Cornelius Herstatt
7 Industrial Innovation in Japan
Edited by Takuji Hara, 14 Working on Innovation
Norio Kambayashi and Edited by Christophe Midler,
Noboru Matsushima Guy Minguet and
Monique Vervaeke
8 Managing and Marketing
Radical Innovations 15 Organization in Open Source
Marketing New Technology Communities: At the Crossroads
Birgitta Sandberg of the Gift and Market
Economies
9 Mobility and Technology in Evangelia Berdou
the Workplace
Edited by Donald Hislop 16 Theory and Practice of Triple
Helix Model in Developing
10 Energizing Management Countries
Through Innovation and Issues and Challenges
Entrepreneurship Edited by Mohammed Saad and
European Research and Practice Girma Zawdie
Edited by Milé Terziovski
17 Global Innovation in Emerging
11 Innovating for Sustainability Economies
Green Entrepreneurship in Prasada Reddy
Personal Mobility
Luca Berchicci 18 Creativity and Innovation in
Business and Beyond
12 Organizational Capital Social Science Perspectives and
Modelling, Measuring and Policy Implications
Contextualising Edited by Leon Mann and
Edited by Ahmed Bounfour Janet Chan
19 Managing Networks of 27 Innovation Policy Challenges for
Creativity the 21st Century
Edited by Fiorenza Belussi and Edited by Deborah Cox and
Udo Staber John Rigby
20 Managing Environmentally 28 Eco-Innovation and
Sustainable Innovation Sustainability Management
Insights from the Construction Bart Bossink
Industry
29 Creativity and Leadership
Bart Bossink
in Science, Technology, and
Innovation
21 Management and Information
Edited by Sven Hemlin, Carl
Technology
Martin Allwood, Ben R. Martin,
Challenges for the Modern
and Michael D. Mumford
Organization
Edited by Peter Dahlin and
30 Framing Innovation in Public
Peter Ekman
Service Sectors
Edited by Lars Fuglsang, Rolf
22 Managing Organizational Rønning, and Bo Enquist
Ecologies
Space, Management, and 31 Management of Broadband
Organizations Technology Innovation
Edited by Keith Alexander and Policy, Deployment, and Use
Ilfryn Price Edited by Jyoti Choudrie and
Catherine Middleton
23 Digital Virtual Consumption
Edited by Mike Molesworth and 32 The Management Idea Factory
Janice Denegri-Knott Innovation and Commodifi cation
in Management Consulting
Stefan Heusinkveld
24 The Video Game Industry
Formation, Present State,
33 The Cultural Side of Innovation
and Future
Adding Values
Edited by Peter Zackariasson and
Dany Jacobs
Timothy Wilson
34 Creativity Research: An
25 Marketing Technologies
Inter-Disciplinary and Multi-
Corporate Cultures and
Disciplinary Research Handbook
Technological Change
Eric Shiu
Elena Simakova
35 Business Modeling for Life
26 Public Sector Transformation Science and Biotech Companies
through E-Government Creating Value and Competitive
Experiences from Europe and Advantage with T he Milestone
North America Bridge
Edited by Vishanth Weerakkody Alberto Onetti and
and Christopher G. Reddick Antonella Zucchella
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Business Modeling for Life
Science and Biotech Companies
Creating Value and Competitive Advantage
with The Milestone Bridge
Alberto Onetti and Antonella Zucchella
First published 2014
by Routledge
711 Third Avenue, New York, NY 10017
and by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN
Routledge is an imprint of the Taylor & Francis Group,
an informa business
© 2014 Taylor & Francis
The right of Alberto Onetti and Antonella Zucchella to be identified as
the author of the editorial material has been asserted in accordance with
sections 77 and 78 of the Copyright, Designs and Patents Act 1988.
All rights reserved. No part of this book may be reprinted or reproduced or
utilized in any form or by any electronic, mechanical, or other means, now
known or hereafter invented, including photocopying and recording, or in
any information storage or retrieval system, without permission in writing
from the publishers.
Trademark Notice: Product or corporate names may be trademarks or
registered trademarks, and are used only for identification and explanation
without intent to infringe.
Library of Congress Cataloging-in-Publication Data
Onetti, Alberto.
Business modeling for life science and biotech companies : creating value
and competitive advantage with the milestone bridge / by Alberto Onetti
and Antonella Zucchella.
pages cm. — (Routledge studies in innovation, organization and
technology ; 35)
Includes bibliographical references and index.
1. Biotechnology industries—Management. 2. Entrepreneurship.
I. Zucchella, Antonella. II. Title.
HD9999.B442O54 2014
660.6068′4—dc23
2013039191
ISBN: 978-0-415-87474-8 (hbk)
ISBN: 978-1-315-85258-4 (ebk)
Typeset in Sabon
by Apex CoVantage, LLC
Contents
List of Figures xi
List of Tables xiii
Acknowledgments xv
1 Introduction to T he Milestone Bridge 1
2 Bridging the Gaps 11
3 Milestones to Go before I Sleep 22
4 Avoiding the Bridge to Nowhere 35
5 Bridging Theory to Practice 51
6 The Milestone Bridge : Case Studies 73
7 Conclusion 100
Bibliography 103
Appendices 107
Author Bios 191
Index 193