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商品編號： 9-611-046 出版日期： 2011/03/17 作者姓名： Pisano, Gary P.;Johnson, Ryan;Knoop, Carin-Isabel 商品類別： Operations management 商品規格： 17p 再版日期： 地域： Europe;Germany 產業： Biotechnology 個案年度： 2010 -
商品敘述：
In the biotech world, the 18-year-old Munich-based company MorphoSys was a rarity: it was profitable. The company achieved this profitability not by developing and selling its own drugs, but by licensing access to its proprietary library of human antibodies. Recently, the company decided to deviate from this model, and attempt to develop its own proprietary products. The case allows analysis of ""license vs. vertically integrate"" business model decisions, and can be used to teach principles of business model design and the functioning of markets for know-how.
涵蓋領域：
Core competencies;Risk management;Strategic planning;Partnerships;Execution;R&D;Growth strategy
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