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Case Study
Entrepreneurial leadership in an
established biotechnology company
With its stock up 1,190% in the decade ending June 2006, Genentech,
once a legendary startup whose leadership under its founder the late
Robert Swanson has been well chronicled,
today leads the biomedical industry as an established company. Here are
just a few examples of how a strong entrepreneurial culture at Genentech
over the last ten years has kept innovation and effective
commercialization humming at even a large company1:
Entrepreneurial Leadership
- Hiring top scientists. Even as a public company, Genentech has
maintained a university-like environment that has attracted top
scientists including a former Stanford neurologist and a former
University of Washington immunologist;
- Driving scientific initiative through self-selected projects.
Genentech encourages its researchers to spend 25% of their time on
projects of their choosing (vs. an industry average of 10%). In 1988,
Genentech's Napoleone Ferrara, focused on anti-angiogenesis, which cuts
the blood supply to cancer tumors, resulting in Avastin, a $3 billion
(peak sales) colorectal cancer treatment;
Open Technology
- Genentech has in-licensed over 100 technologies such as Rituxan, a
$1.6 billion (2004 sales) cancer treatment.
Boundary-less Product Development
- Cross functional product development teams include both technical
personnel, relevant business functions, and key outside stakeholders
like physicians.
- Using genomics to reengineer drug discovery. Genentech
internally
created and then applied in company-wide collaborations the Secreted
Protein Discovery Initiative, which generated five product leads. This
project
accelerated drug lead identification within the human genome by focusing
on the 10% of proteins that travel outside cells, blocking or spreading
disease.
Disciplined Resource Allocation
- Focusing on areas of therapeutic expertise. Levinson's analysis of
the drug industry concluded that greater therapeutic focus yields higher
shareholder returns. So when Levinson became CEO in 1995, he focused
Genentech on cancer treatment;
- Killing development projects lacking sufficient scientific
justification. Levinson kills projects he thinks lack potential.
Genentech only moves compounds into clinical trials - which cost between
$30 million and $100 million - if the scientific arguments for pursuing
the drug can withstand Levinson's intense scrutiny.
The lessons of Genentech are also appropriate to today's biotechnology
startups. Indeed a track record of entrepreneurial culture, disciplined
resource allocation, and careful technology market-matching 2
is an attraction for venture capitalists funding the expansion of small
bio-medical companies. For example, Dan Summa, Venture Partner at
Genesys Partners in New York City, emphasizes that he looks for
companies that have successfully endured periods of scarce resources.
These are entrepreneurial management teams that learned key skills
during the post-Internet bubble 'nuclear winter' of biotech funding in
the early 2000s; skills such as bootstrapping and surviving with leaner
infrastructure rather than large organizations, motivating talented
people with means other than high salaries and stock options, using
in-licensing and partnering to obtain technology from others and to
stretch resources, and focusing on well defined revenue-generating
projects and business arrangements that demonstrated and advanced their
innovative technologies.
Contributed by Dr. Barry Unger (unger@bu.edu) of Boston University and
Peter S. Cohan
(peter@petercohan.com, http://petercohan.com) of Babson College and
Peter S. Cohan
& Associates.
1. Cohan, P., and Unger, B., Four Sources of Advantage: Technology
and Bio-medical Companies Create Success Cycles. Business Strategy
Review, Spring 2006.
2. Unger, B., and McDonald, I., An Exploratory Study of Mechanisms
and Processes in the Development of US Technology-based High Growth
Ventures. Presented at the 4th High Technology Small Firms
Conference, 5-6 September 1996. Enschede, The Netherlands.
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