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Best Practice Database
New Product Development » Early stage commercialization
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from "Using Cross-Functional Relationships to Optimize Early-Stage Commercialization"
Lengthy and expensive product development cycles make it essential for pharmaceutical companies to allocate limited staff and resources to the development of compounds with the greatest potential market value. To identify and target promising compounds and reduce development cycle time, leading companies are integrating commercial insights earlier into the new product process.
Early-Stage Commercialization functions/activities take place during pre-clinical and Phases I and II development. The activities range from therapeutic opportunity and competitive landscape assessments to thought-leader focus groups and initial pricing studies.
Best Practices, LLC conducted this research to identify how cross-functional teams are used in early-stage commercialization to bring together expertise and ideas from across the company and ensure an access point for the commercial perspective early in the development process. The research also explores the importance of building relationships between commercial and research as well as the desired skill sets for cross-functional teams.
Pharmaceutical executives involved with early commercialization activities can use this study to improve their early-stage decision making and enhance product design to gain an overall competitive advantage in the marketplace.
NOTE: The data in this research are segmented into two parts: Large Pharma and Full Benchmark Class.
Pharmaceutical; Biotech; Manufacturing; Consumer Products; Diagnostic; Medical Device; Chemical; Health Care
Abbott Laboratories; Alexion Pharmaceuticals; Altus Biologics; Amgen; AstraZeneca Pharmaceuticals; Bayer; Eli Lilly and Company; Genentech; GlaxoSmithKline; Human Genome Sciences; Intervet International (part of Schering-Plough); Merck; Neurocrine Biosciences; Novartis; Roche; Shire; Solvay Pharmaceuticals; Teva Pharmaceutical Industries Ltd; Vertex Pharmaceuticals
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