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  • March 2011
  • Case
  • HBS Case Collection

MorphoSys AG: The Evolution of a Biotechnology Business Model

By: Gary P. Pisano, Ryan Johnson and Carin-Isabel Knoop
  • Format:Print
  • | Pages:17
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Abstract

In the biotech world, the 18-year-old Munich-based company MorphoSys was a rarity: it was profitable. The company achieved this profitability not by developing and selling its own drugs, but by licensing access to its proprietary library of human antibodies. Recently, the company decided to deviate from this model, and attempt to develop its own proprietary products. The case allows analysis of "license vs. vertically integrate" business model decisions, and can be used to teach principles of business model design and the functioning of markets for know-how.

Keywords

Business Model; Profit; Intellectual Property; Rights; Risk Management; Market Platforms; Product Development; Business and Shareholder Relations; Vertical Integration; Biotechnology Industry; Munich

Citation

Pisano, Gary P., Ryan Johnson, and Carin-Isabel Knoop. "MorphoSys AG: The Evolution of a Biotechnology Business Model." Harvard Business School Case 611-046, March 2011.
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About The Author

Gary P. Pisano

Technology and Operations Management
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  • Marvin: A Personalized Telehealth Approach to Mental Health By: Regina E. Herzlinger, Thomas Arsenault, Julia Kelley, Carin-Isabel Knoop, Andrew Nguyen and Eshani Sharma
  • Variety of Innovation in Global Value Chains By: Giulio Buciuni and Gary P. Pisano
  • Pal's Sudden Service—Scaling an Organizational Model to Drive Growth By: Francesca Gino, Gary P. Pisano and Alexander Rohe
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