توسعه محصول جدید در صنایع دارویی و مخابراتی : مطالعه تطبیقی

This paper provides a comparative analysis of new product development (NPD) practices in the pharmaceutical and telecommunication industries by carrying out a ‘two pronged study’. Micro study (with case studies) in the two sectors, respectively to understand the operational issues; macro study (theoretical embeddedness and induction of key themes) to contextualise a strategic understanding of the industry dynamics. Whist the micro study informs and reinforces the contextual understanding for the macro study, the interplay between them has resulted in the development of a conceptual framework, which has been ‘empirically guided and theoretically induced’.

Recent research for new product development (NPD) in the pharmaceuticals (PCL)/biotech industry has hinted a dearth in the development of safe and efficacious therapeutic agents which can address the unmet medical needs with scientific rigour, innovation and timeliness (Pharma 2010, IBM report; Accenture, 2002; Tollman et al., 2001). Globalisation has created a state of flux, in which the number of new products developed has rapidly declined, and the cost of developing them has dramatically increased. The regulatory climate is growing more unfavourable and uncertain. This is mainly because the regulatory and patient expectations for safety are proving to be not only unrealistic but also unachievable. It is a commonly held viewpoint that patents on existing major blockbuster will be expiring in the next 5–10 years. This would invite a plethora of generic formulations which erodes the profitability and consequently innovativeness (R&D revenue) of the PCL industry. Both the industry and those who support it, such as the biotechnology sector, have witnessed a pressing need to improve both product and process innovation. In particular, the pertinent issue for the bioPC firms has been with regard to building future capacity, i.e., as they follow an evolutionary growth path, they are confronted with the challenges of exploiting product innovation capability and further exploring opportunities for developing process innovation capability (e.g., small-scale and large-scale manufacturing). In the face of these arguments, there has been some recognition of the need for the PCL industry to learn from other industries that have managed operational excellence in terms of cost-effective development and faster lead-times, in the face of price competition and product obsolescence (Pisano, 2000). Perhaps the PCLs industry should benchmark its performance against other industries, and adopt similar practices to improve the way they develop new products (Powell et al., 1996; Owen-Smith et al., 2002; Chiesa and Toletti, 2004). This paper contextualises such research and undertakes a comparative study between the dynamics of NPD practices for the PCL and telecommunications (TLC) industry. The research presents a conceptual framework which has been ‘empirically guided and theoretically induced’, to encapsulate the dynamics of the NPD process in the PCL and TLC industries. The choice of the two industries, is unique, as they are both in high technology sectors, and have firm roots in R&D in order to remain competitive. The paper provides a theoretical background featuring the good practices and future challenges associated with NPD in the PCL and TLC industry. The research methodology undertakes a ‘two pronged study’, micro study (with case studies) to understand the operational issues and macro study (theoretical embeddedness and induction of key themes) to contextualise a strategic understanding of the industry dynamics, in the two sectors. Finally, conclusions are provided.

Recent research for new product development (NPD) in the pharmaceuticals (PCL)/biotech industry has hinted a dearth in the development of safe and efficacious therapeutic agents which can address the unmet medical needs with scientific rigour, innovation and timeliness (Pharma 2010, IBM report; Accenture, 2002; Tollman et al., 2001). Globalisation has created a state of flux, in which the number of new products developed has rapidly declined, and the cost of developing them has dramatically increased. The regulatory climate is growing more unfavourable and uncertain. This is mainly because the regulatory and patient expectations for safety are proving to be not only unrealistic but also unachievable. It is a commonly held viewpoint that patents on existing major blockbuster will be expiring in the next 5–10 years. This would invite a plethora of generic formulations which erodes the profitability and consequently innovativeness (R&D revenue) of the PCL industry. Both the industry and those who support it, such as the biotechnology sector, have witnessed a pressing need to improve both product and process innovation. In particular, the pertinent issue for the bioPC firms has been with regard to building future capacity, i.e., as they follow an evolutionary growth path, they are confronted with the challenges of exploiting product innovation capability and further exploring opportunities for developing process innovation capability (e.g., small-scale and large-scale manufacturing). In the face of these arguments, there has been some recognition of the need for the PCL industry to learn from other industries that have managed operational excellence in terms of cost-effective development and faster lead-times, in the face of price competition and product obsolescence (Pisano, 2000). Perhaps the PCLs industry should benchmark its performance against other industries, and adopt similar practices to improve the way they develop new products (Powell et al., 1996; Owen-Smith et al., 2002; Chiesa and Toletti, 2004). This paper contextualises such research and undertakes a comparative study between the dynamics of NPD practices for the PCL and telecommunications (TLC) industry. The research presents a conceptual framework which has been ‘empirically guided and theoretically induced’, to encapsulate the dynamics of the NPD process in the PCL and TLC industries. The choice of the two industries, is unique, as they are both in high technology sectors, and have firm roots in R&D in order to remain competitive. The paper provides a theoretical background featuring the good practices and future challenges associated with NPD in the PCL and TLC industry. The research methodology undertakes a ‘two pronged study’, micro study (with case studies) to understand the operational issues and macro study (theoretical embeddedness and induction of key themes) to contextualise a strategic understanding of the industry dynamics, in the two sectors. Finally, conclusions are provided.