April, 2013    SMM-097

Emerging Models

When thinking about the evolution of the pharma industry, it’s easy to think in terms of struggles between incumbent dinosaurs and emerging new business models with a ‘survival of the fittest’ conclusion. But this is to take too simplistic a view of the complex adaptive system that is our industry. Increasingly, our research suggests a more sophisticated description for the sector’s development, with important implications for leadership and strategy.