Building Global Biobrands : Taking Biotechnology to Market

• ISBN13: 9780743222440
• Condition: NEW
• Notes: Brand New from Publisher. No Remainder Mark.

Product Description

From medicine and defense to food and cosmetics, biotechnological breakthroughs are creating huge new global market opportunities as well as unprecedented challenges. Companies from mega-pharmaceuticals to infotech giants and biotech start-ups must radically rethink their business models. In the first book on the business of biotechnology, Françoise Simon and Philip Kotler combine their biotechnology and marketing ex-pertise to show managers how to innovate with bionetworks, win customers with biobrands, and create sustainable advantage worldwide.

Simon and Kotler explain in clear nontechnical prose how innovation in the new biosector will be driven by a web of cross-industry collaborations, and in particular by three transforming forces: information technology, consumerism, and systems biology. With timely industry cases, the authors demonstrate that by capitalizing on these forces, companies from Hitachi and Siemens to Amgen and Pfizer could become the biotech leaders of the coming decades.

The chapters on building and sustaining biobrands are the centerpiece of this indispensable book. Simon and Kotler present a powerful framework that will enable any manager to redefine and transform traditional models into a new branding paradigm: the global “targeted” model as an alternative to the global “mass market” model. The authors illustrate how each of these models has proven successful in launching such blockbuster drugs as Viagra, Lipitor, Rituxan, and Gleevec.

Relevant to all industries impacted by biotechnology from consumer goods to industrial products, Building Global Biobrands is essential reading for every manager, marketer, analyst, and consultant who must understand the Biotech Century.

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Golems Among Us: How a Jewish Legend Can Help Us Navigate the Biotech Century

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Mr. Sherwin briefly traces the fascinating history of the golem legend in Western culture, then shows what lessons it holds for us in navigating a safe journey-philosophically, theologically, ethically, and in public policy-through the minefield of twenty-first-century social and biological engineering in which we now stand. A fascinating journey….Sherwin’s compassion, humor, and intellect provide a moral compass to help us navigate through astonishing, promising, and sometimes perilous developments in biotechnology. –Lori Andrews

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Human Dignity in the Biotech Century: A Christian Vision for Public Policy

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“If ever there was need and opportunity for Christians to shape culture, it is now,” write Charles W. Colson and Nigel M. de S. Cameron.

The contributors to “Human Dignity in the Biotech Century” make the case that biotechnology is the next front in the battles over ethics and public policy, and Christians need to bring their influence to bear on the debates. These twelve essays, contributed by scholars and leaders who are part of Colson’s Wilberforce Forum, alert readers to the ethical and legal challenges we face in the new genetics, involving embryo research, stem cell research, cloning, genetic engineering, gene therapy, pharmacogenomics, cybernetics, nanotechnology and abortion.

“We need to get a grip on biotechnology and the bioethical considerations that go along with it,” Colson challenges. “It is time for people to get educated, to think about these profound moral questions that affect the future of the human race.”

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The Biotech Century

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Arguing that we are on the verge of a revolution of unparalleled impact, the author makes an impassioned plea for awareness of the environmental, commercial and moral implications of biotechnology. Developments in genetic engineering will have a profound effect on our lives, but at what cost?Amazon.com Review
When two Scottish scientists successfully cloned a sheep in July 1996, the news sparked fierce scientific, ethical, theological, and philosophical debate, momentarily pulling biotechnology from the laboratories and thrusting it onto the front pages. With living proof that such advancements are no longer the stuff of science fiction, a whole new world of possibilities–and dangers–presented itself. Jeremy Rifkin is more concerned with the dangers of this technology, and in The Biotech Century , he presents numerous compelling reasons why we should be, too. Many of these dangers revolve around the seemingly inevitable commercialization of genetically engineered life forms that would come if corporations battled for the rights to patents on new or modified species of plants, animals, or even human beings. Rifkin warns that “designer” babies and genetically perfect humans, along with any other artificial creations, would wreak havoc with the gene pool and the natural environment. While he concedes that there are benefits to biotechnology, he makes it clear that the risks far outweigh the rewards at this time, urging for greater restraint and responsibility before opening what could be a Pandora’s box.

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