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Expansion options: strategic opportunities created by research projects at Bestpharma

Author: Bode-Greuel, K. ; Loch, Christoph H. ; Smuck, S.INSEAD Area: Technology and Operations Management Series: Working Paper ; 99/21/TM Publisher: Fontainebleau : INSEAD, 1999.Language: EnglishDescription: 16 p.Type of document: INSEAD Working Paper Online Access: Click here Abstract: The authors discuss the problem of choosing among several strategic research initiatives at BestPaharma, a large international pharmaceutical company. The financial value of research-projects is difficult to assess because theyr are highly uncertain. Too often, the result is either an overly conservative approach to strategic innovation, based on financial analyses stressing the quantifiable cost side, or an overly aggressive approach based on optimistic qualitative portfolios ignoring economic realities. In the case of BestPharma, a major contributor to project value was uncovered by a quantitative evaluation of strategic expansion options, or management's ability to seize opportunities in some of the possible project outcomes.
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The authors discuss the problem of choosing among several strategic research initiatives at BestPaharma, a large international pharmaceutical company. The financial value of research-projects is difficult to assess because theyr are highly uncertain. Too often, the result is either an overly conservative approach to strategic innovation, based on financial analyses stressing the quantifiable cost side, or an overly aggressive approach based on optimistic qualitative portfolios ignoring economic realities. In the case of BestPharma, a major contributor to project value was uncovered by a quantitative evaluation of strategic expansion options, or management's ability to seize opportunities in some of the possible project outcomes.

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