Pharmaceutical giants have been doubling their investments in drug
development, only to see new drug approvals to remain constant for the
past decade. This book investigates and highlights a set of proactive
strategies, aimed at generating sustainable competitive advantage for
its protagonists based on value-generating business practices. We focus
on three sources of pharmaceutical innovation: new management methods in
the drug development pipeline, new technologies as enablers for
cutting-edge R&D, and new forms of internationalisation, such as
outside-in innovation in the early phases of R&D. Our findings are
illustrated not only in cases of Swiss pharmaceutical industry, but also
by industry cases from the US and Asia.