Essays on Commercialization Pathway for RaceAstra Drug Case Study

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The paper 'Commercialization Pathway for RaceAstra Drug" is a good example of a management case study. This paper presents the commercialization process for a new drug that would assist in the cure of Alzheimer disease. This is based on the fact that currently, there is no cure for the disease and it is necessary to ensure proper commercialization is carried out to ensure consumers are not harmed by the introduction of the drug while the manufacturer of the drug gets the rights to own the drug. It provides a description of the new drug and how it will function and the procedures that will be followed to attain intellectual property rights for the product.

In addition, it provides an analysis of the industry status by providing an overview of the current treatment of Alzheimer disease and the gaps that need to be addressed by the introduction of the drug. It also investigates potential barriers that may be experienced in the process of introduction into the market and the sales patterns and profit margin patterns that will need to be followed during the sale of the drug.

It also investigates potential market applications that will need to be focused on so that the sale of the product is enhanced such as market segmentation variables and demographic characteristics of target customers. This is followed by investigating the management team such as roles and responsibilities of various people who will perform the task of its commercialization. The challenges likely to be experienced during the commercialization of the drug are also investigated, the path to commercialization and Introduction of The Concept This concept is s new drug that is under development and will be able to treat Alzheimer disease.

The drug will be called RaceAstra and will be provided as oral beta secretase cleaving enzyme (BCE) inhibitor, which will be able to contribute to a reduction in amyloid-beta levels in the cerebral-spinal fluid of people affected with Alzheimer disease. In order to ensure the product reaches consumers and the company benefits from the development of the drug, an efficient commercialization plan will be developed. This will involve estimating the costs of development and commercialization as well as management of revenues.

There is the need to ensure a clear illustration of the methods in which revenues will be shared is established and property rights of the developers of the drug are protected (Wessner 2008). There is the need to plan on the launch of a clinical trial with the cooperation of researchers from its development to establish the guidelines for its commercialization and use by consumers. Thus, a commercialization plan has been developed that will enable the right course of action to be taken during its sale and distribution.

It also establishes an exit strategy for financial investors. Value proposition This drug will contribute significantly towards the treatment of Alzheimer disease because it is an example of leading challenges experienced in the medical science today and the use of BACE inhibitors will contribute towards key drivers that contribute to the progression of the disease. Intellectual Property strategy The development of this new drug is as a result of the partnership between the UK-based Astra-Zeneca and Eli and Lilly Company in order to meet the customer demands for the cure of Alzheimer disease. This implies that this drug will be owned by Astra-Zeneca and Eli and Lilly Company.

Thus, there is the need to move the drug to registration trials (Mehta 2008). Before this is done, the drug will be designed in various sizes of tablets that can be swallowed by patients. The drugs will be packed in specially designed storage devices that are designed with the logo of the manufacturer. This will be an indication that the production of the drug is under the ownership of a particular manufacturer. This will be followed by arranging on its commercialization by establishing structures that will enable it to be reached by consumers.

For instance, any legal requirements before its commercialization will be followed and the relevant authority responsible for providing property rights will be approached for a certificate of ownership and distribution of the drug. The company will also bear the responsibility for any consequence of the use of the drug by the public.


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Wessner, C. W. 2008. An assessment of the SBIR program at the National Science Foundation. Washington, D.C., National Academies Press.

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