An Explorative Study on the Impact of Pharmacogenomics on the Landscape of Biomedical Industry
Date Issued
2005
Date
2005
Author(s)
Yang, Chun-Ping
DOI
zh-TW
Abstract
Techology innovation is one of the critical factors triggering the emergence of new market opportunities, which results in the changes of industry landscape. Facing potential industry changes, a firm has to figure out how to strategically manage technological innovation in order to capture opportunities of value creation.
Pharmacogenomics (PGx) is a field of knowledge dealing with how genes affect the way individuals respond to drugs. Genentech's Herceptin is the successful example of applying PGx-based approaches to drug development. The drug was approved around eight years sooner than the average blockbuster, with estimated US$35 million saving on the costs of clinical trials and an estimated US$2.5 billion on revenue generation during that eight-year period. Despite its promise to both the improvement of the efficiency of new drug development and the facilitatation of personalized medicine, PGx faces significantly technical, financial, and commercial challenges before it can be broadly applied to clinical practices. A final hurdle will be overcoming industry doubts that a business model exists for PGx. Overall, given the situation that pharmaceutical companies still have a dominant thinking on blockbuster drugs, the idea of creating a nitch market for a new therapeutic would be not so attractive.
The purpose of this thesis is to explore what and how the potential impact of applying PGx in biomedical industry is, with a special emphasis on its impact on the co-opetition dynamics among various value-net players. First, we analyze what kinds of potential benefits result from PGx applications along the value chain of drug discovery. We found that PGx applications not only improve the efficiency of new drug development but also facilitate personalized medicine. Next, based on several successful cases, we further indicate that PGx applications could change both product development model and companies’ co-optition structure. To further discuss effective strategies responding to the development of PGx applications, we provide rather detailed analysis on the collaborations among Roche, Affymetrix, and ParAllele. Based on the case study, we propose that it would be an win-win collaboration between incumbents and PGx specialists in capturing value creation based on PGx applications. Strategic implications and policy suggestions are also discussed.
Subjects
藥物基因體學
生技醫藥產業
競合策略
Pharmacogenomics
Biomedical industry
Co-opetition
Type
thesis
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