Building Global Biobrands: Taking Biotechnology to Market - Françoise Simon, Philip Kotler - Google Books

https://books.google.de/books?id=H-AyB7Ql7_8C&pg=PA159#v=onepage

From medicine and defense to food and cosmetics, biotechnological breakthroughs are creating huge new global market opportunities as well as unprecedented challenges. Companies from mega-pharmaceuticals to infotech giants and biotech start-ups must…