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Leading the Business
A case from a biotech company
The Client Need
  • Increase business acumen and cross functional awareness of leaders at Genentech

  • Communicate the interdependencies that exist in a company by identifying cause and
    effect relationships

  • Learn to evaluate risk/reward associated with investment in R&D and product launch

  • Improve participants’ ability to articulate and execute Genentech’s strategy
    • B T S Approach
    A Highly Customized Development
    The program was customized to give Genentech’s managers a deeper understanding of their
    business and strategy, and to enhance managers’ decision-making ability. After multiple interviews
    with the senior leaders and other key people in the organization, BTS custom designed a 3-day
    solution around Genentech’s business and strategic goals. The solution includes a simulation that
    refl ects Genentech’s business models, BTS- and Genentech executive-led discussion session.
    The Solution – An Executive Alignment Experience
    Organized in teams of 4 or 5, participants managed simulated companies that closely resembled
    Genentech’s business. Challenges included maintaining profi table growth while successfully
    researching, developing, and commercializing products. The goal of teams in the competition
    was to successfully manage a company over 3 periods of time and to increase operating profi ts,
    develop a robust product pipeline in a strongly regulated environment, manage manufacturing
    challenges, and to capitalize on various partnerships to maximize licensing/royalty revenue.
    Outcomes
  • Participants committed to action plans to apply concepts and tools from the course to
    implement business improvements of over $1 billion.

  • Broadened overall business acumen, cross-functional experience and business model acuity.

  • Improved understanding of Genentech’s strategy
    • Sampling of other
    BTS Clients
    About BTS:
    BTS partners with leading companies to accelerate change and improve business results. We are the world leader in customized business simulations and
    other discovery learning solutions that enable leading corporations to change, grow and succeed. BTS adds value for our Global Fortune 1000 clients
    through three practice areas: Strategic Alignment & Business Acumen, Leadership & Management, and Sales. We have additional capability in Operational
    Excellence & Project Management and offer an innovative Engage for Change process. BTS is a public company listed on the Swedish Stock Exchange
    and trades under the symbol BTS B. For more information please visit www.bts.com.
    © 2006 BTS Group. All rights reserved
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