Samenvatting

Complete Samenvatting lessen Innovatiemanagement (2022)

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Innovatiemanagement

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Universiteit Gent (UGent)

Dit document omvat een volledige samenvatting van de lessen Innovatiemanagement gegeven door Jan Demolder . Voor biomedische masterstudenten aan de UGent. Academiejaar 2022.

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Innovation management –
samenvatting
Innovation

Technological innovation

Origen of innovation
 Ingenious ideas
 Searching actively for new opportunities
o Within the organization/company:
 Unexpected (serendipity…): IBM, single chain antibodies, post-it
 Product- or process needs: Linotype, incorporation of advertising
 Changes in industry or market: investors stockbrookers
o Outside the organization/company:
 Demographic evolution: robotics, age-related diseases new medicines and apps to
monitor therapy compliance
 Changes in perception: worried about health status
 Breakthrough knowledge (scientifically/technically/socially): the computer,
biotechnology

Some basic principles
 Innovations with high impact are sometimes:
o Simple
o Focused
o Why haven’t I thought about this
o Clear, specific and easy to communicate application
o Often start small
o Try to set standard from the start and remain the standard

Technology/knowledge driven innovation in industry
 The framework:
o Evolution and dynamics
o Performance and product cost = dominant
o Development of assembled products
 Economic growth: capital, labor, technological evolution
 Technological innovation: creator AND destroyer at same time
o Competition policy

The ice industry
 Ice wells – ice plow – ice harvesting business – transport
 New technology: ice machine  destroyed old technology and companies which use it
 The ice machine was not developed by companies active in the ice harvesting industry

,Typewriters
 Remington no. 1
 Remington no. 2
 Underwood no. 5
 Electrical typewriter (!)
o By IBM, is outsider and introduced as well portable PC (also new standard)

Observations – technology driven innovation
 A novel radical technology has the potential to:
o Improved performance, or
o Lower cost products, or
o Novel products
 General pattern: performance of established versus invading product (graph)
o Improvements – initial phase
o Dominant design
o Improvements become marginal
o Burst of improvement = delay of execution
 Radical innovations come from outsiders
o Examples: typewriters, word processors, lighting technology, incandescent lamp, classical
pharma, biotech
o Explanation: established no reason (<-> young companies little to loose when developing
radical, novel technology
 Economically,
 Emotionally,
 Technically,
 Management

Abernathy-Utterback model

The fluid phase
 First product, not perfect, many competitors
 Production process not optimized
 No fixed idea
 Many companies

The dominant design
 Retrospectively
 Dominant position in market, others have to adapt in order to have market share
 Factors determining: technological qualities, collateral qualities company, regulation government,
strategic positioning company

The transition phase
 Innovation shifting towards process innovation
 Number of companies down

The specific phase

,  Improvements of product and process are only marginal
 Focus now on cost, volume and capacity

The biotech industry: an overview

Some historical facts
 Timeline
 First gene sequenced (Fiers, Belgium, 1975)

Innovation in the healthcare industry

Pharma industry is commercially attractive but is in trouble
 Pharma companies occupy the bulk of the top 50 life sciences & chemical companies
 “Big pharma” is big
 Healthcare is composed of several markets where most profits lie with the pharmaceutical industry
 The prescription drug market has experienced a major growth slowing with the financial crisis
 Pharma industry has faced sales loss due to patent expiry between 2011-2016
 Patent expiry has a dramatic effect on sales, esp. in the US, the biggest market
 New drugs have only come slowly, resulting in a Pharma Innovation Gap
 Terminology:
o NME = New Molecular Entity vs BLA = Biologics License Applications
o First-in-class
o Orphan diseases
o Accelerated approvals
 Specific innovations:
o New and expanded uses of already FDA-approved drugs
o New dosage forms
o Biosimilars
o Other new formulations and notable approvals
o Digital medicine
 Pharma R&D efficiency is severely questioned
 Healthcare success rates are dropping
 Reasons for failure
 Need to recoup more costs in shorter time
 Pharma is also facing a hostile payer’s climate
 What are the most important challenges of our healthcare systems?
o Aging population: drugs and HC costs are the only house-hold costs that keep increasing with
age and the continuing aging demographics will increase the pressure on drug prices
 Population of Japan
 Diseases of aging push HC systems to the extreme
 Elder pharmacology
o Rise of chronic disease
o New technology too often increases rather than lower costs
o Focus on treating rather than preventing disease
o Moving from cost-based systems to value-based, away from one-size-fits-all
 Pharma players are pushed for more value at lower costs
 The crunch: higher value needed at lower cost

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