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Building Global Biobrands
Book

Building Global Biobrands

Taking Biotechnology to Market

Philip Kotler and Francoise Simon
Free Press, 2003
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Editorial Rating

6

Qualities

  • Innovative
  • Scientific
  • Concrete Examples

Recommendation

This book, exhaustively researched and daunting to read, sums up all of the most important forces likely to concern a biotech marketer. The authors take a dispassionate, methodical approach, buttress their points with plenty of case evidence and examples, clearly have a grasp of the subject and communicate detailed knowledge of great value to those in the field. Unfortunately, their style is plodding and clinical, replete with passive constructions and impersonal, generally soporific sentences. getAbstract.com believes that those with a real need to know will be glad to brew some strong coffee and grateful to stay the course and become so thoroughly updated. Readers who are intrigued by the field - but not immersed in it - will benefit most from reading the introduction, the first three chapters and the conclusion.

Summary

The Future Is Here

Biotechnology still seems futuristic to many, but the future is here and now. Consider these startling biotechnology realities:

  • The production of plants, such as bananas, that produce edible vaccines.
  • The ability to engineer rice to be vitamin-rich or non-allergenic.
  • The creation of clothing that monitors vital signs.
  • The invention of a pill that, when swallowed, conducts an internal examination and sends data to a remote doctor.
  • The advent of artificial livers, skin and cartilage.
  • The production of bio-fuels and biopolymers.

It’s wrong to describe biotechnology simply as promising, because biotechnology is already beginning to keep its promises. But to bring the promise fully to fruition, companies need to put more effort into innovation, branding and global expansion.

Biotechnology is at its third inflection point. The first happened in the late nineteenth century and yielded such innovations as aspirin. The second came with the discovery of DNA by Watson and Crick in the 1950s. The signal event of the third, contemporary inflection point is the sequencing of the human genome. This ...

About the Authors

Co-author of four books, Francoise Simon is a professor of business and public health at Columbia University and president of the SDC Consulting Group. Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He has written many books including Kotler on Marketing and Marketing Management.

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