Defending a dominant position in a technology led environment |
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| Authors: | Filippo Dell'Osso |
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| Institution: | Filippo Dell'Osso is Research Officer at the Centre for Business Strategy, London Business School. A fuller account of the Zantac story is available as a case study: "When leaders become followers: the market for anti-ulcer drugs", London Business School, Case Series, 12. |
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| Abstract: | A company with a significant technology lead over its rivals cannot afford to be complacent about its position. In this article, Filippo Dell'Osso contrasts the case of Glaxo's Zantac — a massively successful drug representing only a modest technological advance — with EMI's CAT scanner, a massive technological advance of limited commercial benefit to EMI. In order to be fully exploited, a technology advantage needs to be complemented by the development of other corporate assets. |
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