基本信息出版社：中国人民大学出版社
页码：181 页
出版日期：2002年09月
ISBN：7300041779
条形码：9787300041773
版本：影印版
装帧：平装
开本：16
正文语种：中文
读者对象：适用于工业管理专业人员参阅。
丛书名：哈佛商学院案例精选集(英文影印版)实务系列
外文书名：Inside Biotechnology&Pharmaceuticals

内容简介 Welcome to this entry in the From the Field Series of case collections from HBS Publishing.We have three main objectives for this series: To enrich readers'understanding of business by presenting coherent collections of fieldbased research published by Harvard Business School.Understanding business involves much more than earnings reports and news headlines.It means understanding how managers perceive and analyze the complex challenges their companies face and the strategies and tactics they devise in ersponse.For nearly a centry HBS has been researching the world of managers form inside companies and delivering their stories to facilitate superior teaching and learning.You won't find easy answers or quik fixes in these cases,but you will discover balanced,detailed pictures of industries,markets,and technologies,and the intelligetn professionals who-like you-are trying to cope with them.
目录
The Pharma Giants:Ready for the 21 Century?
　Eli Lilly: The Evista Project
　Merck-Medco:Vertical Integration in the Pharmaceutical Industry
　Novartis:Betting on Life Sciences
　Biopure Corporation
　Millenium Pharmaceuticals,Inc,(A)
　From Mananing Pills to Managing Brands
……