eli lilly case study solution

Technology and Operations Management

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• Assignment: RC TOM Challenge 2018

Eli Lilly: Improving R&D Through Open Innovation

Pharmaceutical company Eli Lilly uses its open innovation platform to encourage collaboration with the broader scientific community in the early-stage development of new drug therapies.

R&D in the Pharmaceutical Industry

R&D spending in the pharmaceutical industry exceeds $100 billion annually [2], and industry experts estimate the average pre-tax cost of a new prescription drug is approximately $2.6 billion [3]. Despite these substantial investments, overall R&D productivity remains stagnate. For example, a common measure of R&D productivity is the number of new molecular entities receiving FDA approval. This figure has held constant at an annual rate of 21.8 in recent years, a trend insufficient to grow the industry long-term [4]. As a result, pharmaceutical companies are actively searching for opportunities to improve R&D productivity.

Eli Lilly’s Open Innovation Drug Discovery Program

In response, Eli Lilly (“Lilly”) launched its Open Innovation Drug Discovery (“OIDD”) program, an online platform that encourages academic and corporate researchers to partner with Lilly in the early-stage development of new drug therapies. After signing a no-cost OIDD Program Agreement, researchers are granted access to a wide-range of Lilly’s internally developed R&D capabilities to further their research efforts [5]. For example, researchers can access proprietary design tools for creating and modifying molecules and other compound structures. As these structures are developed, researchers can choose to submit them for OIDD screening, a process that uses in silico analysis to identify compounds with the potential for commercial viability [6]. Other resources available to researchers include access to Lilly’s library of proprietary compounds and remote experimentation in Lilly’s automated synthesis laboratory [7].

Pathways to Just Digital Future

To encourage participation, Lilly has structured the OIDD program in a way that protects researchers’ intellectual property (“IP”) and addresses a common concern of participants in open innovation solutions known as Arrow’s Information Paradox [9]. Researchers’ data is stored confidentially on “neutral” networks hosted by Lilly, and data shared with Lilly for testing is converted to “encoded fingerprints” to protect confidentiality [10]. If testing indicates a potential for commercialization, Lilly has the first right to negotiate a licensing or collaboration agreement with the researcher to continue commercialization efforts. Regardless of whether an agreement is reached, participants retain the right to use their findings in future publications, grant proposals, and research [11].

Since its initial launch in 2009 [13], participation in the OIDD program has grown to 938 scientists from 490 institutions in 39 countries [14]. Over 560 thousand molecular structures have been screened with 32% passing the initial filter indicative of potential commercial viability [15]. 58 thousand physical samples have been sent to Lilly for follow up testing [16], and approximately 1,800 of the most promising structures are currently being pursued [17].

To continue addressing open innovation in the short term, Lilly has expanded the research disciplines to which the OIDD program applies. Traditionally, the program focused on applications in areas where Lilly already possessed strategic focus and expertise, such as neuroscience, cardiovascular, and oncology [18]. However, the platform has expanded to screen for other applications such as tuberculosis, malaria, and other tropical diseases. This screening is often done in conjunction with partner institutions such as the Infectious Disease Research Institute and the Medicines for Malaria Venture [19].

In the medium term, the company is focused on improved R&D productivity through its Next Generation initiatives. The primary goals of Next Generation are to reduce the time required to bring medicines to patients and to ensure the R&D pipeline remains well-stocked, primarily through partnering with third-parties and through acquisitions [20]. It remains to be seen if Lilly can effectively integrate R&D capabilities acquired from third-parties into the existing OIDD platform.

Additional Opportunities

In the short term, Lilly should consider opportunities to bring additional researchers into the OIDD program. There are several potential avenues for achieving this goal. First, Lilly could continue to expand the program’s focus areas beyond the applications listed above to broaden the applicable researcher base. As another option, Lilly could investigate opportunities to further assist researchers in publishing their findings, to provide additional participation incentives.

In the medium term, Lilly has an opportunity to develop machine learning capabilities that can be applied to the data collected through the OIDD platform. As more researchers engage with the platform, the potential for data collection is significant. One study noted the OIDD program has generated over 1.8 million data points from the information submitted by participating researchers [21]. Machine learning brings the potential to rapidly process this data for hidden patterns, trends, and other indications of potentially effective compounds [22].

Open Questions

Going forward, Lilly must address several questions related to the OIDD program. First, should Lilly further expand the focus areas of the program beyond its existing capabilities, to encourage wider researcher participation and data submission? Second, can Lilly effectively incorporate newly acquired R&D capabilities from third-parties into the OIDD platform for researchers to leverage while also providing the same level of IP protection to researchers?

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[1] Image referenced from Eli Lilly and Company, “For Scientists, By Scientists: Lilly Open Innovation Drug Discovery Program 2018,” https://openinnovation.lilly.com/dd/includes/pdf/OIDD_For_Scientists_By_Scientists.pdf ,  accessed November 2018.

[2] A. Schuhmacher, P.G. Germann, H. Trill, and O. Gassmann. “Models for open innovation in the pharmaceutical industry,” Drug Discovery Today , volume 18, no. 23 / 24 (December 2013): p. 1133, https://www-sciencedirect-com.ezp-prod1.hul.harvard.edu/science/article/pii/S135964461300247X . ScienceDirect, accessed November 2018.

[3] S. Chilukuri, E. Fleming, and A. Westra. “Digital in R&D: The $100 billion opportunity,” McKinsey.com, December 2017. https://www.mckinsey.com/industries/pharmaceuticals-and-medical-products/our-insights/digital-in-r-and-d-the-100-billion-opportunity , accessed November 2018.

[4] A. Schuhmacher, P.G. Germann, H. Trill, and O. Gassmann. “Models for open innovation in the pharmaceutical industry,” p. 1133.

[5] Eli Lilly and Company, “For Scientists, By Scientists: Lilly Open Innovation Drug Discovery Program 2018,” https://openinnovation.lilly.com/dd/includes/pdf/OIDD_For_Scientists_By_Scientists.pdf ,  accessed November 2018.

[6] Eli Lilly and Company, “Open Innovation Drug Discovery – OIDD Design,” https://openinnovation.lilly.com/dd/what-we-offer/design.html , accessed November 2018 .

[7] G. Caroll, S. Srivastava, A. Volini, M. Piñeiro-Nuñez, and T. Vetman. “Measuring the effectiveness and impact of an open innovation platform,” Drug Discovery Today , volume 22, no. 5 (May 2017): p. 780, https://www-sciencedirect-com.ezp-prod1.hul.harvard.edu/science/article/pii/S135964461730034X . ScienceDirect, accessed November 2018.

[8] Eli Lilly and Company, “For Scientists, By Scientists: Lilly Open Innovation Drug Discovery Program 2018.”

[9] A. King and K. Lakhani. “Using Open Innovation to Identify the Best Ideas,” MIT Sloan Management Review , volume 55, no. 1 (Fall 2013): p. 44, https://search-proquest-com.ezp-prod1.hul.harvard.edu/docview/1438826527/B817DBB04EA64B8BPQ/1?accountid=11311 . ProQuest, accessed November 2018.

[10] R. Narsalay, S. Brunswicker, M. Bagherzadeh, and T. Kawalec. “Open Innovation at Eli Lilly and Company,” Accenture.com, 2017. https://www.accenture.com/t20170220T002618__w__/hu-en/_acnmedia/PDF-43/Accenture-Open-Innovation-At-EliLilly-Company.pdf , accessed November 2018.

[11] “Lilly Launches Open Innovation Drug Discovery Platform to Help Find Potential New Medicines Where Medical Need is Great,” press release, September 26, 2011. PR Newswire via ProQuest, https://search-proquest-com.ezp-prod1.hul.harvard.edu/docview/896539808/C0CDD97DB7014D06PQ/2?accountid=11311 , accessed November 2018.

[12] Eli Lilly and Company, “For Scientists, By Scientists: Lilly Open Innovation Drug Discovery Program 2018.”

[13] G. Caroll, S. Srivastava, A. Volini, M. Piñeiro-Nuñez, and T. Vetman. “Measuring the effectiveness and impact of an open innovation platform,” p. 780.

[14] Eli Lilly and Company, “For Scientists, By Scientists: Lilly Open Innovation Drug Discovery Program 2018.”

[17] G. Caroll, S. Srivastava, A. Volini, M. Piñeiro-Nuñez, and T. Vetman. “Measuring the effectiveness and impact of an open innovation platform,” p. 782.

[18] “Lilly Launches Open Innovation Drug Discovery Platform to Help Find Potential New Medicines Where Medical Need is Great,” press release, September 26, 2011.

[19] Eli Lilly and Company, “For Scientists, By Scientists: Lilly Open Innovation Drug Discovery Program 2018.”

[20] Eli Lilly and Company, “2018 Partnerships and Pipeline,” https://www.lilly.com/jpm-2018-partnerships-pipeline , accessed November 2018.

[21] G. Caroll, S. Srivastava, A. Volini, M. Piñeiro-Nuñez, and T. Vetman. “Measuring the effectiveness and impact of an open innovation platform,” p. 784.

[22] W. Shih, “Building Watson: Not So Elementary, My Dear! (Abridged),” HBS No. 9-616-025 (Boston: Harvard Business School Publishing: 2016), p. 16

Student comments on Eli Lilly: Improving R&D Through Open Innovation

To your first question, I do not think Lily should expand its focus areas because a) the results from those programs will not necessarily be synergistic to Lilly’s core business and b) there is not enough incentives for the researchers to apply to Lily’s program because so many other pharmacos are also doing open innovation programs in such areas.

I both agree and disagree with M.S.’s points. Personally, I think Lily should expand the program, but under a more structured system that gives them more rights to any discoveries made in the program. Currently, this is basically a pro bono system as there is no requirement for the startups to eventually partner with Lily. Under a new structure, I would want Lily to have first right to partner with the new drug developer, but if there is no deal, to have a small royalty to cover R&D costs that were amassed during drug development.

I think that Eli Lily should expand the program and potentially use it as a conduit to enter new drug markets. It would be helpful to maintain or strengthen their rights to partner and commercialize the outputs from the program in order to enhance the potential opportunity.

Eli Lilly’s OIDD program is a breath of fresh air in the pharmaceutical industry, as it allows for low cost drug discovery over traditional time-intensive and expensive R&D processes. While the program itself is already a large step towards the future of drug discovery, there are certain elements Eli Lilly can improve. The company can have explicit partnerships with institutions and universities, perhaps through special programs that include mentorship, funding, and recognition. In addition, it should implement a revenue sharing piece to the program to incentivize researchers to participate.

I agree with “Greatest of All TOM”, that Eli Lilly should implement a revenue sharing component to its program. The entire open innovation approach in this context is to get better access to scientific talent, ideas and theories. With financial incentives, Eli Lilly will be able to attract more quality talent, and ultimately deliver new medicines and solutions to the market faster. However, I would also recommend that Eli Lilly implements measures to evaluate the effectiveness of the program. As it invests in attracting ideas and talent, it will need to consider how it will measure ROI.

Eli Lilly could take the initiatives to invite other pharmaceutical companies to join their OIDD platform to encourage open knowledge. Thomson Reuters has a separate medical/pharmaceutical patent database that is highly sophisticated but charges high fees to subscribe (this patent database business was carved out and acquired by Baring Private Equity Asia). The enlarged OIDD could become an alternative knowledge sharing platform to Thomson Reuters for both smaller scale innovators and academic institutions.

This is a very interesting concept, particularly because academic institutions tend to church out research, but have no interest in commercialization. I would be interested in learning if the academic route is sustainable in attracting R&D opportunities because the majority of faculty/researchers work directly with a school’s tech transfer office with their research, and it seems like this program would have to work around that. Food for thought!

I believe the greatest question here is trust between researchers and Lilly. The scheme is also vulnerable to media-attacks. If new drug of Lilly will have any similarities with any of the ideas in the database – it could become a significant issue and damage the reputation of the project.

I think Eli Lilly should branch this OIDD program into its own business. Pairing OIDD with the Eli Lilly name may deter OI innovators who may be weary of big pharma. The key element in fostering the relationship between the program and researchers is the trust and security of information. Having stipulations that Eli Lilly must be the first to enter negotiations for commercialization may draw the appearance of inhibiting social good for the purpose of securing revenue. Although Eli Lilly is allowing the use of it own proprietary R&D capabilities, I feel as though moving to no stipulations would improve the company’s image even more. When considering the program’s expansion, this action may be necessary to garner that additional periphery support.

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Eli Lilly and Company Case Analysis and Case Solution

Posted by Peter Williams on Aug-09-2018

Introduction of Eli Lilly and Company Case Solution

The Eli Lilly and Company case study is a Harvard Business Review case study, which presents a simulated practical experience to the reader allowing them to learn about real life problems in the business world. The Eli Lilly and Company case consisted of a central issue to the organization, which had to be identified, analysed and creative solutions had to be drawn to tackle the issue. This paper presents the solved Eli Lilly and Company case analysis and case solution. The method through which the analysis is done is mentioned, followed by the relevant tools used in finding the solution.

The case solution first identifies the central issue to the Eli Lilly and Company case study, and the relevant stakeholders affected by this issue. This is known as the problem identification stage. After this, the relevant tools and models are used, which help in the case study analysis and case study solution. The tools used in identifying the solution consist of the SWOT Analysis, Porter Five Forces Analysis, PESTEL Analysis, VRIO analysis, Value Chain Analysis, BCG Matrix analysis, Ansoff Matrix analysis, and the Marketing Mix analysis. The solution consists of recommended strategies to overcome this central issue. It is a good idea to also propose alternative case study solutions, because if the main solution is not found feasible, then the alternative solutions could be implemented. Lastly, a good case study solution also includes an implementation plan for the recommendation strategies. This shows how through a step-by-step procedure as to how the central issue can be resolved.

Problem Identification of Eli Lilly and Company Case Solution

Harvard Business Review cases involve a central problem that is being faced by the organization and these problems affect a number of stakeholders. In the problem identification stage, the problem faced by Eli Lilly and Company is identified through reading of the case. This could be mentioned at the start of the reading, the middle or the end. At times in a case analysis, the problem may be clearly evident in the reading of the HBR case. At other times, finding the issue is the job of the person analysing the case. It is also important to understand what stakeholders are affected by the problem and how. The goals of the stakeholders and are the organization are also identified to ensure that the case study analysis are consistent with these.

Analysis of the Eli Lilly and Company HBR Case Study

The objective of the case should be focused on. This is doing the Eli Lilly and Company Case Solution. This analysis can be proceeded in a step-by-step procedure to ensure that effective solutions are found.

• In the first step, a growth path of the company can be formulated that lays down its vision, mission and strategic aims. These can usually be developed using the company history is provided in the case. Company history is helpful in a Business Case study as it helps one understand what the scope of the solutions will be for the case study.
• The next step is of understanding the company; its people, their priorities and the overall culture. This can be done by using company history. It can also be done by looking at anecdotal instances of managers or employees that are usually included in an HBR case study description to give the reader a real feel of the situation.
• Lastly, a timeline of the issues and events in the case needs to be made. Arranging events in a timeline allows one to predict the next few events that are likely to take place. It also helps one in developing the case study solutions. The timeline also helps in understanding the continuous challenges that are being faced by the organisation.

SWOT analysis of Eli Lilly and Company

An important tool that helps in addressing the central issue of the case and coming up with Eli Lilly and Company HBR case solution is the SWOT analysis.

• The SWOT analysis is a strategic management tool that lists down in the form of a matrix, an organisation's internal strengths and weaknesses, and external opportunities and threats. It helps in the strategic analysis of Eli Lilly and Company.
• Once this listing has been done, a clearer picture can be developed in regards to how strategies will be formed to address the main problem. For example, strengths will be used as an advantage in solving the issue.

Therefore, the SWOT analysis is a helpful tool in coming up with the Eli Lilly and Company Case Study answers. One does not need to remain restricted to using the traditional SWOT analysis, but the advanced TOWS matrix or weighted average SWOT analysis can also be used.

Porter Five Forces Analysis for Eli Lilly and Company

Another helpful tool in finding the case solutions is of Porter's Five Forces analysis. This is also a strategic tool that is used to analyse the competitive environment of the industry in which Eli Lilly and Company operates in. Analysis of the industry is important as businesses do not work in isolation in real life, but are affected by the business environment of the industry that they operate in. Harvard Business case studies represent real-life situations, and therefore, an analysis of the industry's competitive environment needs to be carried out to come up with more holistic case study solutions. In Porter's Five Forces analysis, the industry is analysed along 5 dimensions.

• These are the threats that the industry faces due to new entrants.
• It includes the threat of substitute products.
• It includes the bargaining power of buyers in the industry.
• It includes the bargaining power of suppliers in an industry.
• Lastly, the overall rivalry or competition within the industry is analysed.

This tool helps one understand the relative powers of the major players in the industry and its overall competitive dynamics. Actionable and practical solutions can then be developed by keeping these factors into perspective.

PESTEL Analysis of Eli Lilly and Company

Another helpful tool that should be used in finding the case study solutions is the PESTEL analysis. This also looks at the external business environment of the organisation helps in finding case study Analysis to real-life business issues as in HBR cases.

• The PESTEL analysis particularly looks at the macro environmental factors that affect the industry. These are the political, environmental, social, technological, environmental and legal (regulatory) factors affecting the industry.
• Factors within each of these 6 should be listed down, and analysis should be made as to how these affect the organisation under question.
• These factors are also responsible for the future growth and challenges within the industry. Hence, they should be taken into consideration when coming up with the Eli Lilly and Company case solution.

VRIO Analysis of Eli Lilly and Company

This is an analysis carried out to know about the internal strengths and capabilities of Eli Lilly and Company. Under the VRIO analysis, the following steps are carried out:

• The internal resources of Eli Lilly and Company are listed down.
• Each of these resources are assessed in terms of the value it brings to the organization.
• Each resource is assessed in terms of how rare it is. A rare resource is one that is not commonly used by competitors.
• Each resource is assessed whether it could be imitated by competition easily or not.
• Lastly, each resource is assessed in terms of whether the organization can use it to an advantage or not.

The analysis done on the 4 dimensions; Value, Rareness, Imitability, and Organization. If a resource is high on all of these 4, then it brings long-term competitive advantage. If a resource is high on Value, Rareness, and Imitability, then it brings an unused competitive advantage. If a resource is high on Value and Rareness, then it only brings temporary competitive advantage. If a resource is only valuable, then it’s a competitive parity. If it’s none, then it can be regarded as a competitive disadvantage.

Value Chain Analysis of Eli Lilly and Company

The Value chain analysis of Eli Lilly and Company helps in identifying the activities of an organization, and how these add value in terms of cost reduction and differentiation. This tool is used in the case study analysis as follows:

• The firm’s primary and support activities are listed down.
• Identifying the importance of these activities in the cost of the product and the differentiation they produce.
• Lastly, differentiation or cost reduction strategies are to be used for each of these activities to increase the overall value provided by these activities.

Recognizing value creating activities and enhancing the value that they create allow Eli Lilly and Company to increase its competitive advantage.

BCG Matrix of Eli Lilly and Company

The BCG Matrix is an important tool in deciding whether an organization should invest or divest in its strategic business units. The matrix involves placing the strategic business units of a business in one of four categories; question marks, stars, dogs and cash cows. The placement in these categories depends on the relative market share of the organization and the market growth of these strategic business units. The steps to be followed in this analysis is as follows:

• Identify the relative market share of each strategic business unit.
• Identify the market growth of each strategic business unit.
• Place these strategic business units in one of four categories. Question Marks are those strategic business units with high market share and low market growth rate. Stars are those strategic business units with high market share and high market growth rate. Cash Cows are those strategic business units with high market share and low market growth rate. Dogs are those strategic business units with low market share and low growth rate.
• Relevant strategies should be implemented for each strategic business unit depending on its position in the matrix.

The strategies identified from the Eli Lilly and Company BCG matrix and included in the case pdf. These are either to further develop the product, penetrate the market, develop the market, diversification, investing or divesting.

Ansoff Matrix of Eli Lilly and Company

Ansoff Matrix is an important strategic tool to come up with future strategies for Eli Lilly and Company in the case solution. It helps decide whether an organization should pursue future expansion in new markets and products or should it focus on existing markets and products.

• The organization can penetrate into existing markets with its existing products. This is known as market penetration strategy.
• The organization can develop new products for the existing market. This is known as product development strategy.
• The organization can enter new markets with its existing products. This is known as market development strategy.
• The organization can enter into new markets with new products. This is known as a diversification strategy.

The choice of strategy depends on the analysis of the previous tools used and the level of risk the organization is willing to take.

Marketing Mix of Eli Lilly and Company

Eli Lilly and Company needs to bring out certain responses from the market that it targets. To do so, it will need to use the marketing mix, which serves as a tool in helping bring out responses from the market. The 4 elements of the marketing mix are Product, Price, Place and Promotions. The following steps are required to carry out a marketing mix analysis and include this in the case study analysis.

• Analyse the company’s products and devise strategies to improve the product offering of the company.
• Analyse the company’s price points and devise strategies that could be based on competition, value or cost.
• Analyse the company’s promotion mix. This includes the advertisement, public relations, personal selling, sales promotion, and direct marketing. Strategies will be devised which makes use of a few or all of these elements.
• Analyse the company’s distribution and reach. Strategies can be devised to improve the availability of the company’s products.

Eli Lilly and Company Blue Ocean Strategy

The strategies devised and included in the Eli Lilly and Company case memo should have a blue ocean strategy. A blue ocean strategy is a strategy that involves firms seeking uncontested market spaces, which makes the competition of the company irrelevant. It involves coming up with new and unique products or ideas through innovation. This gives the organization a competitive advantage over other firms, unlike a red ocean strategy.

Competitors analysis of Eli Lilly and Company

The PESTEL analysis discussed previously looked at the macro environmental factors affecting business, but not the microenvironmental factors. One of the microenvironmental factors are competitors, which are addressed by a competitor analysis. The Competitors analysis of Eli Lilly and Company looks at the direct and indirect competitors within the industry that it operates in.

• This involves a detailed analysis of their actions and how these would affect the future strategies of Eli Lilly and Company.
• It involves looking at the current market share of the company and its competitors.
• It should compare the marketing mix elements of competitors, their supply chain, human resources, financial strength etc.
• It also should look at the potential opportunities and threats that these competitors pose on the company.

Organisation of the Analysis into Eli Lilly and Company Case Study Solution

Once various tools have been used to analyse the case, the findings of this analysis need to be incorporated into practical and actionable solutions. These solutions will also be the Eli Lilly and Company case answers. These are usually in the form of strategies that the organisation can adopt. The following step-by-step procedure can be used to organise the Harvard Business case solution and recommendations:

• The first step of the solution is to come up with a corporate level strategy for the organisation. This part consists of solutions that address issues faced by the organisation on a strategic level. This could include suggestions, changes or recommendations to the company's vision, mission and its strategic objectives. It can include recommendations on how the organisation can work towards achieving these strategic objectives. Furthermore, it needs to be explained how the stated recommendations will help in solving the main issue mentioned in the case and where the company will stand in the future as a result of these.
• The second step of the solution is to come up with a business level strategy. The HBR case studies may present issues faced by a part of the organisation. For example, the issues may be stated for marketing and the role of a marketing manager needs to be assumed. So, recommendations and suggestions need to address the strategy of the marketing department in this case. Therefore, the strategic objectives of this business unit (Marketing) will be laid down in the solutions and recommendations will be made as to how to achieve these objectives. Similar would be the case for any other business unit or department such as human resources, finance, IT etc. The important thing to note here is that the business level strategy needs to be aligned with the overall corporate strategy of the organisation. For example, if one suggests the organisation to focus on differentiation for competitive advantage as a corporate level strategy, then it can't be recommended for the Eli Lilly and Company Case Study Solution that the business unit should focus on costs.
• The third step is not compulsory but depends from case to case. In some HBR case studies, one may be required to analyse an issue at a department. This issue may be analysed for a manager or employee as well. In these cases, recommendations need to be made for these people. The solution may state that objectives that these people need to achieve and how these objectives would be achieved.

The case study analysis and solution, and Eli Lilly and Company case answers should be written down in the Eli Lilly and Company case memo, clearly identifying which part shows what. The Eli Lilly and Company case should be in a professional format, presenting points clearly that are well understood by the reader.

Alternate solution to the Eli Lilly and Company HBR case study

It is important to have more than one solution to the case study. This is the alternate solution that would be implemented if the original proposed solution is found infeasible or impossible due to a change in circumstances. The alternate solution for Eli Lilly and Company is presented in the same way as the original solution, where it consists of a corporate level strategy, business level strategy and other recommendations.

Implementation of Eli Lilly and Company Case Solution

The case study does not end at just providing recommendations to the issues at hand. One is also required to provide how these recommendations would be implemented. This is shown through a proper implementation framework. A detailed implementation framework helps in distinguishing between an average and an above average case study answer. A good implementation framework shows the proposed plan and how the organisations' resources would be used to achieve the objectives. It also lays down the changes needed to be made as well as the assumptions in the process.

• A proper implementation framework shows that one has clearly understood the case study and the main issue within it.
• It shows that one has been clarified with the HBR fundamentals on the topic.
• It shows that the details provided in the case have been properly analysed.
• It shows that one has developed an ability to prioritise recommendations and how these could be successfully implemented.
• The implementation framework also helps by removing out any recommendations that are not practical or actionable as these could not be implemented. Therefore, the implementation framework ensures that the solution to the Eli Lilly and Company Harvard case is complete and properly answered.

Recommendations and Action Plan for Eli Lilly and Company case analysis

For Eli Lilly and Company, based on the SWOT Analysis, Porter Five Forces Analysis, PESTEL Analysis, VRIO analysis, Value Chain Analysis, BCG Matrix analysis, Ansoff Matrix analysis, and the Marketing Mix analysis, the recommendations and action plan are as follows:

• Eli Lilly and Company should focus on making use of its strengths identified from the VRIO analysis to make the most of the opportunities identified from the PESTEL.
• Eli Lilly and Company should enhance the value creating activities within its value chain.
• Eli Lilly and Company should invest in its stars and cash cows, while getting rid of the dogs identified from the BCG Matrix analysis.
• To achieve its overall corporate and business level objectives, it should make use of the marketing mix tools to obtain desired results from its target market.

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Analysis of Eli Lilly Case Study

Review the history in recent years of Lilly that is presented in the case: what mistakes did Lilly make in its product development efforts?

Eli Lilly pharmaceutical company had been well known for the manufacture of insulin related products needed in the treatment of diabetes. The company had managed to establish very firm foundation in North America, Canada as well as other well developed economies (Christensen, 2004).

As a matter of fact, Eli Lilly was one of the global market leaders in the production of insulin. Its major competitor was Novo Nordisk, a German based pharmaceutical firm. However, the two market rivals merged and formed one big firm. For a considerable period of time, Eli Lilly had enjoyed impressive revenue amounting to over $5 billion. In any case, the second largest generator of revenue at Eli Lilly was insulin.

The company started experiencing expedited growth in its manufacturing portfolio when it was awarded an exclusive license to manufacture and market insulin products in the wider North America. Although this was an early development, it greatly gave the company an impetus for growth bearing in mind that it came at a time when demand for insulin in the entire American continent was high due to increased obesity (Christensen, 2004).

There were myriad of mistakes that the management at Eli Lilly & Co. made in their path towards product development. It is imperative to note that all the subsequent improvements that were done on insulin especially after 1923 brought about tremendous results. However, the company failed to prioritize its development agenda. It is indisputable that the pharmaceutical company was faced with a major management challenge throughout its operations.

For instance, one of the vivid mistakes that Eli Lilly committed was to invest enormous amount of money when innovating in one product only (Insulin). This was executed without a proper audit of the cost benefit analysis. In other words, the company proceeded with an extremely fast pace of innovation which jeopardized its operations in later years due to loss of billions of dollars. For example, the pens and Match insulin that were launched almost on all major markets across the world was done within a very short time.

In addition, the test data technology as well as operating CDS centers proved to be an extra and unnecessarily financial burden to the company. It is imperative to mention that the CDS centers were not used to retail insulin products for Eli Lilly Company. These centers were meant for providing education to the population. As a result, there were no direct returns on this multi-million investment. The company also failed or completely ignored to work on its supply chain management as well as product line rationalization.

Why were those mistakes made in your opinion? Explain what you mean.

In my opinion, Eli Lilly failed to draft its own developmental plan and the various phases through which innovation would take place. While we may appreciate the fact that the company made some considerable gains in its development record in manufacturing and marketing insulin products, it is worth noting that it reached at a point when cash outflows in terms of innovative investment went far above the revenue generated.

In addition, the company should have introduced insulin products into the market bit by bit only after assessing the competitiveness and demand of the products. In most of its innovative moves, Eli Lilly did not proceed with caution. The company disregarded the potential of other market players. In addition, it did not carry out any investment appraisal or prior surveys before expanding to overseas markets.

As you analyze what lessons Lilly needs to have learned from its past experiences, apply those lessons to the innovation projects on Mr. Larry Ellingson’s current agenda at the time of the case. Is the Company pursuing the right diabetes related opportunities in light of what you perceive matters to most customers? Specify which of the possible projects he should emphasize and why. (Note that as always, there are various different segments of customers, some more important to growth than others).

There are several lessons that Eli Lilly ought to have learnt from its past management loopholes. To begin with, it is worth noting that the main management problem at the company was largely a function of how innovation was approached over the years. In the case of Eli Lilly, it was necessary for the company to develop a statistical study source that would capture the internal innovative strategy of the firm as well as analyze the economic features of both the products being sold and innovative response of the market.

For instance, the Portable Blood Glucose Meters did not respond well to some markets due to the prime price of the product. Additionally, the market dynamics led to low or reduced sales due to high competition from other market rivals. There were some companies like Boehringer Mannheim that were selling their insulin with free samples attached to the gadget. Mr. Larry Ellingson’s current agenda on innovation may not be addressing the needs of all segments of customers.

The management of the company should emphasize on developing more user-friendly insulin gadgets and which are also cost effective. The CDS centers should be operated minimally or eliminated altogether. Mr. Larry Ellingson ought to embark on thorough Research and Development (R&D) especially in foreign markets in order to establish the various needs of consumer segments available in the market before eventually rolling out new products.

What about Humulin – what should the Company do with this product on which it has spent so much money with such poor results, why did it do this, what should it do now – should it market it more widely to doctors (advertising was largely still forbidden at this time), market it differently, or discontinue it?

The fact Humulin has been assimilated into the market as well as cost the company enormous sum of money implies one important consideration. It should be promoted in the market using the most viable avenues of advertisements.

Market promotion should be accompanied by price reduction of the product so that all segments of consumers are reached out. It is most likely that the prime price of Humulin was a major marketing setback for the product. In addition, marketing of Humulin should also target professionals in healthcare such as doctors.

Is Eli Lilly & Co. talking to the right persons or groups to determine what product features or advancements would be most appreciated by the “diabetes related market?” Explain your answer, do not just answer yes or no.

It is highly likely that Eli Lilly & Co has failed to contract the right persons or professional to carry out market survey before embarking on selling newly innovated products. This has been evident from the fact that a product such as Humulin did not yield positive outcome in the market. Research and Development (R&D) is indeed necessary as part and parcel of successful innovative end.

What other steps should Ellingson and/or his bosses do to ensure the success of Eli Lilly’s efforts to grow and expand its diabetes related market?

The following are some of the steps that should be taken to ensure growth of diabetes related market: exercise strategic human resource management, conduct cost-benefit analysis, create a distinction between process of innovation viability of individual product in the market as well as understand the various modes of innovation that can be successfully employed in international and domestic companies (Jolly, 2003).

What should we learn from this sad case?

The main lesson that can be learnt from this case analysis is that the process of innovative development in an organization should be executed with caution and proper planning (Jolly, 2003).

Christensen, M.C. (2004). Eli Lilly and Company: Innovation in Diabetes Care. Harvard Business School . 697(77): 71-86.

Jolly, A. (2003). Innovation: harnessing creativity for business growth . London, UK: Kogan Page.

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Eli Lilly In India Case Solution & Answer

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Eli Lilly In India Case Solution

Introduction:.

Two leading pharmaceutical organizations – Eli Lilly and Company established in 1876 and Ranbaxy Laboratories established as a family business in 1960. These both organizations collaborated in terms of pharmaceutical and research technologies for a joint venture in India through signed agreement in 1992.(Martorelli, 2018)

The joint venture was known as Eli Lilly Ranbaxy (ELR) in 1993 with equal sharing of shares.Both the firms had positive and strong relations with mutual value system to lead organizational growth. Products of Lilly were sold by manufacturers of India because of lack of intellectual property rights and patent protection. (Unknown, 2019)

Problems and Opportunities:

After experiencing successful partnership of about ten years, changes in environment of market and business stressed the management of Eli Lilly for re-evaluation of their position in the Eli Lilly Ranbaxy.

Changes are significant with direction of India and safety of Patent allowing easy access to Eli to enter Indian pharmaceutical industry. As India had become member of WTO which granted recognition of product patent to all new chemical organization in India.

SWOT Analysis:

• In the pharmaceutical industry throughout the world, Lily is ranked as the twelfthlargest organization.
• It is significantly committed to managerial excellence with leading brands and capabilities of Research and Development.
• Expert capabilities in clinical trials and possessing integrity and marketing in an ethical manner.
• Infringement as well as expiration of patents of the products.
• Focus on diversification and expansion of product was lacking with a threat by entrants of off patent drugs.
• It solely rely on the international sales with risks on increase in cost and constraints in pricing strategy.

Opportunities :

• Increase in population with increased patients of particularly chronic diseases, there has been increased demand of pharmaceutical products.
• Use of worldwide population purposely for clinical trials of products under governmental policies.
• Positive changes in the pharmaceutical business environment of India, allowing opportunities for new entrants to emerge.
• The structure of competition in pharmaceutical industry is evolving with time leading to deregulation.
• Significant increase in operational costs such as pressures over pricing, clinical trials and research and development.
• In India, protection of intellectual property rights has weaken due to entrance of new competitors in market with trend consolidation.

Porter’s Five Forces Analysis:

Bargaining power of suppliers:.

Network of suppliers is diverse and are dispersed in different geographical locations. The price of the raw materials are low and are easily available. Basic resources are used in the bulk production of drugs and products. Therefore, dependency of switching cost is primarily on type of input showing the power of supplier’s bargaining to be moderate or low.

Bargaining Power of Customers:

As the cost of switching is dependent on type of drug i.e. either patented or generic. Fragmentation of customers is only influenced by policies and regulations of government. Substitute are not readily available for each product. Therefore, the bargaining power of customers is relatively low.

Threat of New Entrant:

In entrance of new firms in pharmaceutical industry, there are economies of scale inhibiting their growth in market pose high threat to new entrants. For a start-up, investment cost and requirement of start-up capital are quite high for operations like clinical trials and research and development. Government policies and regulations associated with patents and identity of brand.

Threat of New Substitute:

Availability of substitute is for each product in market which in pharmaceutical industry is generic against parallel trade and prescription. Possibility of some products performing same function may create inconvenience for consumers. However, loyalty of brand is considered by consumers with satisfaction over price, and quality indicating substitute threat to be moderate.

Alternative – Joint Venture with other partner

• Possibility of new and fresh ideas introduction through venture with new partner.
• Significantly draw on available channels of supply and distribution.
• Joint venture with new partner may possibly not meet the cultural traits of organization.
• Finding a new partner with particular needs is a time consuming and costly process

Alternative – Renegotiation with Ranbaxy:

• Maintenance of successful joint venture will assist in retaining access of manufacturing and supply chain of Ranbaxy.
• They will significantly have a well-established relation as earlier. (Kelly, 2006)
• As Ranbaxy is domestic leading firm in comparison to Eli Lilly, one might make other feel intimated.
• It would not be easy for Ranbaxy to continue with existing outcomes such as lack of commitment.

Alignment is thought to be difficult due to changes in visions, structures and organizational goals.

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Eli Lilly & Company: Drug Development Strategy Harvard Case Solution & Analysis

Home >> Harvard Case Study Analysis Solutions >> Eli Lilly & Company: Drug Development Strategy

Eli Lilly & Company: Drug Development Strategy Case Study Solution

Eli Lilly is a pharmaceutical company that has been founded by Colonel Eli Lilly in 1879. The company has a long successful history of 120 years. By 1994, the company had expanded to around 150 countries and revenues of $ 5.7 billion. The company had also acquired Sphinx Pharmaceuticals to increase the synthesizing capability of the company by 50 times and increase the capacity to screen compounds by eight times. The company has been lately focusing on developing the drugs for the CNS diseases, which take up around 10% of the lifetime of the US population. This case emphasizes on the opportunity of the company to launch a new drug for the migraine. This drug was based on the past research conducted by the successful drug of the company, Prozac. The company also intended to use the combinatorial chemistry in the launch of this product however, there were a number of issues that were faced by the product manager, such as time to market, optimization of the leads and whether to use combinatorial chemistry or not. Based on the detailed analysis of the case and evaluation of the options, it has been recommended that the project manager should bring the lead migraine compound in the market immediately without any further optimization. This would result in zero delay and create a first mover advantage for the company.

Background of Eli Lilly

Eli Lilly was founded in Indianapolis in 1876 in Indiana by Colonel Eli Lilly. During the 20 th century, the company was much successful and famous for its work in the field of antibiotics. By the 1990s, the management of the company had maintained a number of research divisions across the research areas.

Lily had remained a leader in the market throughout its history of 120 years. In 1993, the company had sold the medical device and the diagnostics unit to emphasize on its core area that was vertical integration of drug discovery, production, development and distribution of the drugs to the market. The new management of the company had slashed around 10% of the workforce of the company and acquired new technologies and businesses that had strengthened the core pharmaceutical business.

The company has offices in more than 150 countries and revenues of $ 5.7 billion. The company had also acquired Sphinx Pharmaceuticals to increase the synthesizing capability of the company by 50 times and increase the capacity to screen compounds by eight times. Eli Lilly Company was spending around $ 1 billion annually for the research of diseases like clinical depression, migraine and insomnia and it has since then focused on the Serotonin drug to find a solution for Migraine.

Current Position of Eli Lilly in 2016/17

Like its historical advancements, Eli Lilly has been emphasizing on the research and production of new drugs for different diseases. The efforts of the company in advanced pharmaceutical science have brought tremendous improvement within the health care. In 2016, the company has added to its history of innovation with the new treatments for cancer and psoriasis and 7 new Lilly medicines have been launched since 2014.

The progress also continues within the research pipeline of the company. In 2017, the company has plans to continue its research and advancements for new treatments in multiple therapeutic areas such as pain, immunology, oncology, diabetes and Alzheimer’s disease(Lilly, 2017). A few of the new products that were launched by the company in the year 2016 include Crams, Taltz, Basaglar, Portrazza and Trulicity. The revenues from these new products are shown in figure 1 below:

Figure 1: New Product Revenues for Lilly

The case states that the pharmaceutical industry of US is one of the largest and the most profitable industries around the world with 250 USD billion revenues annually. The industry is highly a capital-intensive industry and 15% to 20% of the sales of companies are spending on the research and development of the new products.

The success ratio is too low and 3 out of 10 new drugs that are launched in the market, only become successful and it takes are 14.8 years on average to market the drugs. A number of innovations have been taking place within the US industry, which included synthetic chemistry, combinatorial chemistry and high throughput screening. Under the combinatorial chemistry, a library of related molecules had been created with the base remaining the same and various compounds could be tried at the same time clinically.

Eli Lilly & Company Drug Development Strategy Harvard Case Solution & Analysis

Along with this, the emphasis was also placed on the central nervous system diseases and the drugs to cure them. Around 10% of all the lifetime was lost due to the central nervous system diseases. The CNS market was a huge market of 11 billion US dollars and the 80% share came from the G7 nations.The Lilly scientists had hoped to capitalize on their research that they have conducted in the area of serotonin and find a drug for acute attacks on migraine.

There was currently only one drug in the market that was targeted at Migraine. However, the scientists of Lilly thought that the wrong path had been followed by the makers of Imitrex and thus they hoped to capitalize on their research to find new drug and new solutions. The product manager of the migraine drug was now facing a number of issues for racing the drug to the market or spending additional time to redefine an already promising drug candidate...................

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Eli Lilly in India A Case Study

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Jaya Prakash Pradhan

What are the trends in the global competitiveness of the Indian pharmaceutical industry? Where does this industry stand when compared to global peers on pharmaceutical value‐added, productivity, research and development and trade performance? What are the new strategies that Indian pharmaceutical companies are adopting to become global players? These questions are addressed in this paper. It is found that strategic government policies were the main factors that transformed the status of the Indian pharmaceutical industry from a mere importer and distributor of drugs and pharmaceuticals to an innovation‐driven cost‐effective producer of quality drugs. India emerged as one of the fast growing pharmaceutical industry in the world with growing trade surpluses and exports. However, there are certain limitations that the government policies need to address, like low productivity and R&D intensity. A host of competitive strategies, like greenfield direct investment, overseas acquisitions, strategic alliances and contract manufacturing have emerged as favourites to Indian pharmaceutical firms recently.

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Purpose – The purpose of this paper is to examine the rationale and synergies of a Japanese firm's acquisition of India's leading pharmaceutical firm, Ranbaxy, and to answer the following pertinent questions: could Ranbaxy have been able to survive and succeed, had the firm not gone for this strategic sale to a foreign firm? What is the rationale for this strategic sale immediately after undertaking many major acquisitions during the previous two-year period? For what strategic reasons did a Japanese firm pay a premium price for this international acquisition? Design/methodology/approach – An exploratory method was used in this study to analyze the rationale and synergies of the acquisition. The method of case writing has been followed as a design (case situation first, then goes back to the past, then comes back to the current situation). Findings – The findings confirm that Ranbaxy got a premium price for agreeing to be acquired for their share (much higher price than the market price). Japanese firm Dai-Ichi got greater market access and control of Ranbaxy, which were driving factors for them to pay a higher share price for Ranbaxy. Originality/value – This original study gives insight into the points to be taken into consideration while thinking about international acquisitions.

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The paper analyzes the effect of India’s membership in the World Trade Organization (WTO) and its signing of the TRIPs agreement on the pharmaceutical industry in general and the Indian sector in particular. First, it examines the effect of the implementation of the provisions of TRIPs on the growth of the national and multinational sectors of the industry. Second, it analyzes whether the new WTO rules will necessarily benefit pharmaceutical companies from the West, especially the U.S. and Switzerland, and whether there is evidence to support the assertion made by industry insiders that by 2015 multinational corporations will reestablish their monopoly of the industry by controlling at least 60% of the Indian market. Third, it investigates whether the multinational monopoly of the drug industry has had– or will have – a negative consequence for Indian consumers. Finally, the article examines the ways in which Indian companies are responding to the challenges of globalization and analyzes their new strategies, such as (a) outsourcing deals with multinationals to produce generic and patented drugs, (b) increasing R&D activities to enable them to make a transition from being drug “imitators” to drug “innovators”, (c) undertaking contract research, including outsourced clinical trials, (d) collaborating in joint R&D and product and process development to synergize their knowledge-base and effectively exploit available human resources and infrastructure (Ranbaxy’s alliance with GlaxoSmithKline), and (e) undergoing a consolidation phase through indigenous mergers and acquisitions and strategic alliances.

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Eli Lilly and Co. (A): Globalization

Subjects Covered Business policy Implementing strategy International business Organizational development Resource management

by Michael Y. Yoshino, Thomas W. Malnight

Source: Harvard Business School

29 pages. Publication Date: Sep 10, 1990. Prod. #: 391032-PDF-ENG

Eli Lilly and Co. (A): Globalization Harvard Case Study Solution and HBR and HBS Case Analysis

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Eli Lilly: The Evista Project is a Harvard Business (HBR) Case Study on Technology & Operations , Fern Fort University provides HBR case study assignment help for just $11. Our case solution is based on Case Study Method expertise & our global insights.

Technology & Operations Case Study | Authors :: Steven C. Wheelwright, Matthew C. Verlinden

Case study description.

Describes the creation and operation of the initial two heavyweight teams for new drug development and launch. The primary focus is on one of the teams, Evista, although comparisons to the other team, Zyprexa, are included. Lilly must decide the next phase (postlaunch) for managing Evista's rollout.

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Even before you start reading a business case study just make sure that you have brushed up the Harvard Business Review (HBR) fundamentals on the Technology & Operations. Brushing up HBR fundamentals will provide a strong base for investigative reading. Often readers scan through the business case study without having a clear map in mind. This leads to unstructured learning process resulting in missed details and at worse wrong conclusions. Reading up the HBR fundamentals helps in sketching out business case study analysis and solution roadmap even before you start reading the case study. It also provides starting ideas as fundamentals often provide insight into some of the aspects that may not be covered in the business case study itself.

Step 2 - Reading the Eli Lilly: The Evista Project HBR Case Study

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Step 3 - Eli Lilly: The Evista Project Case Study Analysis

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• Company history is provided in the first half of the case. You can use this history to draw a growth path and illustrate vision, mission and strategic objectives of the organization. Often history is provided in the case not only to provide a background to the problem but also provide the scope of the solution that you can write for the case study.
• HBR case studies provide anecdotal instances from managers and employees in the organization to give a feel of real situation on the ground. Use these instances and opinions to mark out the organization's culture, its people priorities & inhibitions.
• Make a time line of the events and issues in the case study. Time line can provide the clue for the next step in organization's journey. Time line also provides an insight into the progressive challenges the company is facing in the case study.

Step 4 - SWOT Analysis of Eli Lilly: The Evista Project

Once you finished the case analysis, time line of the events and other critical details. Focus on the following -

• Zero down on the central problem and two to five related problems in the case study.
• Do the SWOT analysis of the Eli Lilly: The Evista Project . SWOT analysis is a strategic tool to map out the strengths, weakness, opportunities and threats that a firm is facing.
• SWOT analysis and SWOT Matrix will help you to clearly mark out - Strengths Weakness Opportunities & Threats that the organization or manager is facing in the Eli Lilly: The Evista Project
• SWOT analysis will also provide a priority list of problem to be solved.
• You can also do a weighted SWOT analysis of Eli Lilly: The Evista Project HBR case study.

Step 5 - Porter 5 Forces / Strategic Analysis of Industry Analysis Eli Lilly: The Evista Project

In our live classes we often come across business managers who pinpoint one problem in the case and build a case study analysis and solution around that singular point. Business environments are often complex and require holistic solutions. You should try to understand not only the organization but also the industry which the business operates in. Porter Five Forces is a strategic analysis tool that will help you in understanding the relative powers of the key players in the business case study and what sort of pragmatic and actionable case study solution is viable in the light of given facts.

Step 6 - PESTEL, PEST / STEP Analysis of Eli Lilly: The Evista Project

Another way of understanding the external environment of the firm in Eli Lilly: The Evista Project is to do a PESTEL - Political, Economic, Social, Technological, Environmental & Legal analysis of the environment the firm operates in. You should make a list of factors that have significant impact on the organization and factors that drive growth in the industry. You can even identify the source of firm's competitive advantage based on PESTEL analysis and Organization's Core Competencies.

Step 7 - Organizing & Prioritizing the Analysis into Eli Lilly: The Evista Project Case Study Solution

Once you have developed multipronged approach and work out various suggestions based on the strategic tools. The next step is organizing the solution based on the requirement of the case. You can use the following strategy to organize the findings and suggestions.

• Build a corporate level strategy - organizing your findings and recommendations in a way to answer the larger strategic objective of the firm. It include using the analysis to answer the company's vision, mission and key objectives , and how your suggestions will take the company to next level in achieving those goals.
• Business Unit Level Solution - The case study may put you in a position of a marketing manager of a small brand. So instead of providing recommendations for overall company you need to specify the marketing objectives of that particular brand. You have to recommend business unit level recommendations. The scope of the recommendations will be limited to the particular unit but you have to take care of the fact that your recommendations are don't directly contradict the company's overall strategy. For example you can recommend a low cost strategy but the company core competency is design differentiation.
• Case study solutions can also provide recommendation for the business manager or leader described in the business case study.

Step 8 -Implementation Framework

The goal of the business case study is not only to identify problems and recommend solutions but also to provide a framework to implement those case study solutions. Implementation framework differentiates good case study solutions from great case study solutions. If you able to provide a detailed implementation framework then you have successfully achieved the following objectives -

• Detailed understanding of the case,
• Clarity of HBR case study fundamentals,
• Analyzed case details based on those fundamentals and
• Developed an ability to prioritize recommendations based on probability of their successful implementation.

Implementation framework helps in weeding out non actionable recommendations, resulting in awesome Eli Lilly: The Evista Project case study solution.

Step 9 - Take a Break

Once you finished the case study implementation framework. Take a small break, grab a cup of coffee or whatever you like, go for a walk or just shoot some hoops.

Step 10 - Critically Examine Eli Lilly: The Evista Project case study solution

After refreshing your mind, read your case study solution critically. When we are writing case study solution we often have details on our screen as well as in our head. This leads to either missing details or poor sentence structures. Once refreshed go through the case solution again - improve sentence structures and grammar, double check the numbers provided in your analysis and question your recommendations. Be very slow with this process as rushing through it leads to missing key details. Once done it is time to hit the attach button.

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• Eli Lilly and Co. (A): Globalization
• Global Business / MBA Resources

Introduction to case study solution

EMBA Pro case study solution for Eli Lilly and Co. (A): Globalization case study

At EMBA PRO , we provide corporate level professional case study solution. Eli Lilly and Co. (A): Globalization case study is a Harvard Business School (HBR) case study written by Michael Y. Yoshino, Thomas W. Malnight. The Eli Lilly and Co. (A): Globalization (referred as “Eli Lilly” from here on) case study provides evaluation & decision scenario in field of Global Business. It also touches upon business topics such as - Value proposition, Corporate governance, Globalization, Organizational structure, Strategic planning, Strategy execution. Our immersive learning methodology from – case study discussions to simulations tools help MBA and EMBA professionals to - gain new insight, deepen their knowledge of the Global Business field, and broaden their skill set.

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Case Description of Eli Lilly and Co. (A): Globalization Case Study

Examines the changes taking place in Eli Lilly in response to the globalization of the pharmaceuticals industry. Identifies the steps taken by management, problems currently faced, and challenges for the future. Allows examination of the process of implementing a global strategy from the headquarters perspective.

Case Authors : Michael Y. Yoshino, Thomas W. Malnight

Topic : global business, related areas : corporate governance, globalization, organizational structure, strategic planning, strategy execution, what is the case study method how can you use it to write case solution for eli lilly and co. (a): globalization case study.

Almost all of the case studies contain well defined situations. MBA and EMBA professional can take advantage of these situations to - apply theoretical framework, recommend new processes, and use quantitative methods to suggest course of action. Awareness of the common situations can help MBA & EMBA professionals read the case study more efficiently, discuss it more effectively among the team members, narrow down the options, and write cogently.

Case Study Solution Approaches

Three Step Approach to Eli Lilly and Co. (A): Globalization Case Study Solution

The three step case study solution approach comprises – Conclusions – MBA & EMBA professionals should state their conclusions at the very start. It helps in communicating the points directly and the direction one took. Reasons – At the second stage provide the reasons for the conclusions. Why you choose one course of action over the other. For example why the change effort failed in the case and what can be done to rectify it. Or how the marketing budget can be better spent using social media rather than traditional media. Evidences – Finally you should provide evidences to support your reasons. It has to come from the data provided within the case study rather than data from outside world. Evidences should be both compelling and consistent. In case study method there is ‘no right’ answer, just how effectively you analyzed the situation based on incomplete information and multiple scenarios.

Case Study Solution of Eli Lilly and Co. (A): Globalization

We write Eli Lilly and Co. (A): Globalization case study solution using Harvard Business Review case writing framework & HBR Global Business learning notes. We try to cover all the bases in the field of Global Business, Corporate governance, Globalization, Organizational structure, Strategic planning, Strategy execution and other related areas.

Objectives of using various frameworks in Eli Lilly and Co. (A): Globalization case study solution

By using the above frameworks for Eli Lilly and Co. (A): Globalization case study solutions, you can clearly draw conclusions on the following areas – What are the strength and weaknesses of Eli Lilly (SWOT Analysis) What are external factors that are impacting the business environment (PESTEL Analysis) Should Eli Lilly enter new market or launch new product (Opportunities & Threats from SWOT Analysis) What will be the expected profitability of the new products or services (Porter Five Forces Analysis) How it can improve the profitability in a given industry (Porter Value Chain Analysis) What are the resources needed to increase profitability (VRIO Analysis) Finally which business to continue, where to invest further and from which to get out (BCG Growth Share Analysis)

SWOT Analysis of Eli Lilly and Co. (A): Globalization

SWOT analysis stands for – Strengths, Weaknesses, Opportunities and Threats. Strengths and Weaknesses are result of Eli Lilly internal factors, while opportunities and threats arise from developments in external environment in which Eli Lilly operates. SWOT analysis will help us in not only getting a better insight into Eli Lilly present competitive advantage but also help us in how things have to evolve to maintain and consolidate the competitive advantage.

- Streamlined processes and efficient operation management – Eli Lilly is one of the most efficient firms in its segment. The credit for the performance goes to successful execution and efficient operations management.

- High customer loyalty & repeat purchase among existing customers – Eli Lilly old customers are still loyal to the firm even though it has limited success with millennial. I believe that Eli Lilly can make a transition even by keeping these people on board.

- Little experience of international market – Even though it is a major player in local market, Eli Lilly has little experience in international market. According to Michael Y. Yoshino, Thomas W. Malnight , Eli Lilly needs international talent to penetrate into developing markets.

- Eli Lilly business model can be easily replicated by competitors – According to Michael Y. Yoshino, Thomas W. Malnight , the business model of Eli Lilly can be easily replicated by players in the industry.

Opportunities

- E-Commerce and Social Media Oriented Business Models – E-commerce business model can help Eli Lilly to tie up with local suppliers and logistics provider in international market. Social media growth can help Eli Lilly to reduce the cost of entering new market and reaching to customers at a significantly lower marketing budget.

- Lucrative Opportunities in International Markets – Globalization has led to opportunities in the international market. Eli Lilly is in prime position to tap on those opportunities and grow the market share.

- Home market marketing technique won’t work in new markets such as India and China where scale is prized over profitability.

- Age and life-cycle segmentation of Eli Lilly shows that the company still hasn’t able to penetrate the millennial market.

Once all the factors mentioned in the Eli Lilly and Co. (A): Globalization case study are organized based on SWOT analysis, just remove the non essential factors. This will help you in building a weighted SWOT analysis which reflects the real importance of factors rather than just tabulation of all the factors mentioned in the case.

What is PESTEL Analysis

PESTEL /PEST / STEP Analysis of Eli Lilly and Co. (A): Globalization Case Study

PESTEL stands for – Political, Economic, Social, Technological, Environmental, and Legal factors that impact the macro environment in which Eli Lilly operates in. Michael Y. Yoshino, Thomas W. Malnight provides extensive information about PESTEL factors in Eli Lilly and Co. (A): Globalization case study.

Political Factors

- Political and Legal Structure – The political system seems stable and there is consistency in both economic policies and foreign policies.

- Little dangers of armed conflict – Based on the research done by international foreign policy institutions, it is safe to conclude that there is very little probability of country entering into an armed conflict with another state.

Economic Factors

- Inflation rate is one of the key criteria to consider for Eli Lilly before entering into a new market.

- According to Michael Y. Yoshino, Thomas W. Malnight . Eli Lilly should closely monitor consumer disposable income level, household debt level, and level of efficiency of local financial markets.

Social Factors

- Leisure activities, social attitudes & power structures in society - are needed to be analyzed by Eli Lilly before launching any new products as they will impact the demand of the products.

- Demographic shifts in the economy are also a good social indicator for Eli Lilly to predict not only overall trend in market but also demand for Eli Lilly product among its core customer segments.

Technological Factors

- Artificial intelligence and machine learning will give rise to importance of speed over planning. Eli Lilly needs to build strategies to operate in such an environment.

- Proliferation of mobile phones has created a generation whose primary tool of entertainment and information consumption is mobile phone. Eli Lilly needs to adjust its marketing strategy accordingly.

Environmental Factors

- Consumer activism is significantly impacting Eli Lilly branding, marketing and corporate social responsibility (CSR) initiatives.

- Environmental regulations can impact the cost structure of Eli Lilly. It can further impact the cost of doing business in certain markets.

Legal Factors

- Health and safety norms in number of markets that Eli Lilly operates in are lax thus impact the competition playing field.

- Property rights are also an area of concern for Eli Lilly as it needs to make significant Corporate governance, Globalization, Organizational structure, Strategic planning, Strategy execution infrastructure investment just to enter new market.

What are Porter Five Forces

Porter Five Forces Analysis of Eli Lilly and Co. (A): Globalization

Competition among existing players, bargaining power of suppliers, bargaining power of buyers, threat of new entrants, and threat of substitutes.

What is VRIO Analysis

VRIO Analysis of Eli Lilly and Co. (A): Globalization

VRIO stands for – Value of the resource that Eli Lilly possess, Rareness of those resource, Imitation Risk that competitors pose, and Organizational Competence of Eli Lilly. VRIO and VRIN analysis can help the firm.

What is Porter Value Chain

Porter Value Chain Analysis of Eli Lilly and Co. (A): Globalization

As the name suggests Value Chain framework is developed by Michael Porter in 1980’s and it is primarily used for analyzing Eli Lilly relative cost and value structure. Managers can use Porter Value Chain framework to disaggregate various processes and their relative costs in the Eli Lilly. This will help in answering – the related costs and various sources of competitive advantages of Eli Lilly in the markets it operates in. The process can also be done to competitors to understand their competitive advantages and competitive strategies. According to Michael Porter – Competitive Advantage is a relative term and has to be understood in the context of rivalry within an industry. So Value Chain competitive benchmarking should be done based on industry structure and bottlenecks.

What is BCG Growth Share Matrix

BCG Growth Share Matrix of Eli Lilly and Co. (A): Globalization

BCG Growth Share Matrix is very valuable tool to analyze Eli Lilly strategic positioning in various sectors that it operates in and strategic options that are available to it. Product Market segmentation in BCG Growth Share matrix should be done with great care as there can be a scenario where Eli Lilly can be market leader in the industry without being a dominant player or segment leader in any of the segment. BCG analysis should comprise not only growth share of industry & Eli Lilly business unit but also Eli Lilly - overall profitability, level of debt, debt paying capacity, growth potential, expansion expertise, dividend requirements from shareholders, and overall competitive strength. Two key considerations while using BCG Growth Share Matrix for Eli Lilly and Co. (A): Globalization case study solution - How to calculate Weighted Average Market Share using BCG Growth Share Matrix Relative Weighted Average Market Share Vs Largest Competitor

5C Marketing Analysis of Eli Lilly and Co. (A): Globalization

4p marketing analysis of eli lilly and co. (a): globalization, porter five forces analysis and solution of eli lilly and co. (a): globalization, porter value chain analysis and solution of eli lilly and co. (a): globalization, case memo & recommendation memo of eli lilly and co. (a): globalization, blue ocean analysis and solution of eli lilly and co. (a): globalization, marketing strategy and analysis eli lilly and co. (a): globalization, vrio /vrin analysis & solution of eli lilly and co. (a): globalization, pestel / step / pest analysis of eli lilly and co. (a): globalization, swot analysis and solution of eli lilly and co. (a): globalization, references & further readings.

Michael Y. Yoshino, Thomas W. Malnight (2018) , "Eli Lilly and Co. (A): Globalization Harvard Business Review Case Study. Published by HBR Publications.

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Case Study Solutions

Eli Lilly and Co. (A): Globalization

Subjects Covered Business policy Implementing strategy International business Organizational development Resource management

by Michael Y. Yoshino, Thomas W. Malnight

Source: Harvard Business School

29 pages. Publication Date: Sep 10, 1990. Prod. #: 391032-PDF-ENG

Eli Lilly and Co. (A): Globalization Harvard Case Study Solution and HBR and HBS Case Analysis

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