Business Modeling for Life Science and Biotech Companies ─ Creating Value and Competitive Advantage With The Milestone Bridge

Most books on the biotechnology industry focus on scientific and technological challenges, ignoring the entrepreneurial and managerial complexities faced bio-entrepreneurs. The Business Models for Life Science Firms aims to fill this gap by offering managers in this rapid growth industry the tools needed to design and implement an effective business model customized for the unique needs of research intensive organizations.

Onetti and Zucchella begin by unpacking the often-used ‘business model’ term, examining key elements of business model conceptualization and offering a three tier approach with a clear separation between the business model and strategy: focus, exploring the different activities carried out by the organization; locus, evaluating where organizational activities are centered; and modus, testing the execution of the organization’s activities. The business model thus defines the unique way in which a company delivers on its promise to its customers. The theory and applications adopt a global approach, offering business cases from a variety of biotech companies around the world.

Alberto Onetti is Professor of Business Administration and Innovation Management at the Department of Economics of the Insubria University. He is Head of the CrESIT (Research Centre for Innovation and Life Science Management) since its inception. He acts as Pro-Rector for innovation and Spin-Offs. Moreover, he is also Visiting Professor at San Francisco State University. Along the years, Alberto Onetti has developed in-depth expertise in the areas of corporate strategy and corporate finance. He acts as consultant for leading banking groups and for Italian and multinational companies. Nowadays, his research interests regard life science industry and business models for high-tech and global companies. Professor Alberto Onetti is author of an extensive list of conference contributions, books and articles.

Antonella Zucchella is Full Professor of Marketing and of Innovation Management, Faculty of Economics, University of Pavia. She is Visiting Professor in International Marketing, Universite Robert Schuman in Strasbourg, IECS and Universite Jean Moulin Lyon 3. Moreover she is Vice - director of the Ph.D. program in Business Administration - University of Pavia; Vice President of the Center for Innovation and Technological transfer of the University of Pavia; President of the Center for International Business and the International Economy, University of Pavia; Member of the Italian Academy of Business Studies, of the Academy of International Business Studies, of the European International Business Academy and of EGOS; Member of the scientific and organising committee of the International Master in Management of Complex systems, European Advanced School in Management of Complex systems and co-ordinator of the modules Business and Management and Innovation and Knowledge Management. She authored 5 books and more than 40 articles, both in Italian and International Journals.