Based on interviews in LEO Pharma, UCB Pharma and Novo Nordisk, we document how deep-seated changes in the pharmaceutical industry related to increasing demands from payers, the strengthening of the role of patients, changing legal demands, and declining technological opportunity, drive a process of experimenting with business model. We distinguish between three ideal types, namely a traditionalist model (exemplified by Novo Nordisk), the full-blown service-oriented model (UCB Pharma) and the in-between model (LEO Pharma). We describe the changes to the organizational design and management processes that accompany the ongoing process of changing business models in these firms.

Publication information

Original languageEnglish
Place of PublicationFrederiksberg
PublisherDjøf Forlag
Number of pages31
ISBN (Print)9788791815966
StatePublished - 2014
SeriesSMG Working Paper

ID: 39531992