Business Case Studies, Leadership Case Study, Tata Group,Ratan Tata

Code : COM0012

Year : 2004

Industry : Health Care

Region : USA

Teaching Note:Not Available

Structured Assignment :Not Available

Abstract: Genentech, the pioneer of the biotechnology industry and one of the world's leading biotech companies, was founded in 1976. The company in its early years, aspired to become a blockbuster-producing giant but was unsuccessful. When Arthur D Levinson took over as the CEO in 1995, he shifted Genentech's focus to targeted therapies from blockbusters.

In 2002, it was the top US seller of branded anti-tumor drugs. It outperformed big pharma companies such as Novartis and AstraZeneca in this segment.

In 2003, the company's market cap of about $30 billion was bigger than most big pharma players. According to analysts, the exciting thing about the company was not its stock price or its growing supremacy in the cancer segment; rather it was the company's unique strategy unlike other players in the industry.

Pedagogical Objectives: