milleanium pharma
1) Millenniums Pharmaceuticals strategy basically focused on revolutionizing drug development through the use of new technology during growth phase and making organizational changes during its maturing phase of by making strategic improvements in the organizational structure, making alliances, outsourcing etc by having vertical integration and moving from upstream to downstream model. In phase 1, technology helped the firm leapfrog most other biotechnology firms in the early stage of drug target identification. But this could not prolong as technology and tools were diffused and competitors learned from Millenniums model. This prompted Millennium to shift its focus form early stage discovery alliances (upstream) to drug development and commercialization. Levin expanded strategy to include “personalized medicine,” which he envisioned would leverage Millennium’s technology platform to customize medicines to the genetic profiles of each patient and improve the effectiveness of drug treatment while limiting side effects. Levin began to realize how challenging it was to build expertise in a broad variety of therapeutic areas while expanding the value chain downstream towards commercialization. In phase III Levin realized that it would be more productive to focus on the particular field the company had competitive advantage in rather than concentrating on the broader arena which followed shift in its business model from R&D services organization to fully integrated on its own pipeline and narrowing their efforts to cardiovascular, inflammation and oncology. Although the strategies adopted aim towards achieving vertical integration and continuous improvements, their strategy does not align parallel with goal; also mission and vision seem to change more frequently than it should be.2) Millennium has pursued the strategy of vertical integration by moving from upstream to downstream commercialization, forming alliances, restructuring their model by narrowing their