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Competitive Intelligence – Joseph Pategou 1
Pharmaceutical Industry------------------------------------
Turn Strategic & Technologic Watches into business
advantage
Joseph PategouInternational Strategy and Influencejoseph.pategou@skema.edu
23/05/2016 2
SUMMARYIntroduction
I. Methodology
II. MAIN CONCEPTS OF THE RESEARCH
III. THEORETICAL FRAMEWORK
IV. FINDINGS
V. CASE STUDY: Sanofi an INTELLIGENCE MASTER
Conclusion: Main Contributions And Limitations
Information about the author
Appendix Competitive Intelligence – Joseph Pategou
CompetitiveIntelligence
Strategic and Technologic watches
Pharmaceutical industry
Competition
Field of research
23/05/2016 4
FIELD OF RESEARCH
Competitive Intelligence – Joseph Pategou
23/05/2016 5
CI & PHARMACEUTICAL INDUSTRY
HIGHLY INNOVATIVE
MASSIVE R&D
INVESTMENTS
LONG-TERM
STRATEGIES
HIGHLY
COMPETITIVE • Technologic Intelligence
• Strategic Intelligence
Competitive Intelligence – Joseph Pategou
Identify the best practices of Intelligence Masters within the pharmaceutical
industry
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Research Question
Competitive Intelligence – Joseph Pategou
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METHODOLOGY
• Qualitative method of interpretation
• Sample: 1 questionnaire filled by 8 experts of CI and pharma
• Position of the Interviewees:
Top and middle managers of pharmaceutical firms in France
Academic experts of CI
USADr. Benjamin Gilad
Pioneer of CI theory and practice in the USA
Mr Brady Jensen
Vice President - Customer Experience, at ClearCI
FranceMr Philippe Revardel
VP group CI at Sanofi
Mr Jonathan Chriqui
BD & Alliance Director, at IPSEN
Mr Emilien Monod
BI & Strategy Partner working at Abbvie
Mr Henri de Banizette
Consultant expert in BI at GEOS
Mr Hebert Bastien
Directeur conseil, Digimind
Mr Claisse Mathieu
Roche
• Illustration of our findings through a Case Study on Sanofi
Competitive Intelligence – Joseph Pategou
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MAIN CONCEPTS OF THE RESEARCH
“Intelligence Masters”Success in turning CI into
competitive advantage
“The Rest of the Pack” Most of the pharmaceutical firms
Competitive Intelligence – Joseph Pategou
THE DNA OF INTELLIGENCE MASTERS
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MAIN CONCEPTS OF THE RESEARCH
DNA
Competitive Intelligence – Joseph Pategou
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MAIN CONCEPTS OF THE RESEARCHC
I C
AP
AB
ILIT
Y
LEADERSHIP CAPABILITY
The What : Using CI investments and initiatives to in
order to collect, process and store information to
be made available to all people at all levels of
the firm to help shape its future.
The How : successful competitive intelligence
execution depends as much on how firms
manage competitive intelligence than solely
implementing CI processes, if not more.
Competitive Intelligence – Joseph Pategou
23/05/2016 14
THEORETICAL FRAMEWORK
General definition of CI
•Martre (1994): CI preserves assets in best conditions of quality, time, cost.
•Rouach & Santi (2001): CI helps shape future and prevent from threats.
Intelligence attitudes
•Rouach & Santi (2001): The Five Intelligence Attitude Map
•McCusker (1997), Baron & Byrne (2000): Competitors profiling and analysis of market situation
•Kotler (1988), Chen (1996): resource likeliness = comparable strategy
Leadership capabilities
•Gilad & Smith (1998): more layered, less bureaucratic CI structures
•Persidis (1999), McMillan (1999): perpetual struggle science/business
•Badr, Madden & Wright (2006): cross-trainings science/business
CI capabilities
•Rovira (2008): CI creating new information to enhance making decisions
•Castells (2001): Knowledge management
•Athissingh & Hassen, (2007), Izquierdo & Larreina (2005): watch promotes R&D and innovation
Competitive Intelligence – Joseph Pategou
23/05/2016 16
FINDINGS
Hire talented people
Take an offensive stance
Fetch very pro-actively
Seek opportunities
constantly
Develop highly
structured CI
Invest substantially in
CI
Use watch to gain
competitive advantage
Strong leadership capabilities
What Intelligence masters do
2
1
3
4
5
6
7
8
Competitive Intelligence – Joseph Pategou
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SANOFI : AN INTELLIGENCE MASTER
GENERAL OVERVIEW OF SANOFI
• French pharmaceutical company
• Industry expertise:
Pharmaceuticals
Vaccines
Animal health
• Key Figures In France:
1st
Turnover: 32 770.0 M € in 2014
Competitive Intelligence – Joseph Pategou
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CI AT SANOFI
COMPETITVE INTELLIGENCE AT SANOFI : THE 6 DIMENSIONS
Original implementation within the organisation
CI at Sanofi
Perimeter
Process
Organization
Culture
Tools
Report
Competitive Intelligence – Joseph Pategou
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LEADERSHIP CAPABILITIES
Competitive Intelligence Board
Leaders
Talented people
Vision
Business Units
Employees
Deeply involved
Implementing CI capabilites
Competitive Intelligence – Joseph Pategou
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CI AND STRATEGY
• Close link between CI and Strategy• Move from a team to other (People)
For example:
Mr. Alexandre
RICHARD
Head of CI
Head of M&A
Strategy & BD
Sanofi, focus on the use of information: The How
“No one has a serious advantage by having a “watch” program. It is how the
intelligence is used that matters. ONLY that” Dr. Benjamin Gilad
5 years after
Competitive Intelligence – Joseph Pategou
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WATCH AND STRATEGY
Developing,
monitoring and
adapting the strategy
thanks to Intelligent
watch
Strategy
Hypotheses
High uncertainty
Updatedhypotheses
Lower uncertainty
UpdatedStrategy
Projection
in the
future
Intelligent
watch
Rethink
strategy
Modify
strategy
Competitive Intelligence – Joseph Pategou
23/05/2016 23
TECHNOLOGIC WATCH
Partnership with many incubators
See how the market evolves
Redeem promising inventions
Example: Paris Région Innovation Lab in the field of e-health
Help to constantly find opportunities
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Conclusion: Main Contributions And Limitations
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MAIN CONTRIBUTIONS
Helps identify intelligence masters
There are few intelligence masters
Provides a guideline to become an
intelligence master.
Leadership capabilities as fundamental
Contributions for CI managers
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LIMITATIONS
Size of sampleNeed for quantitative
data
French market focus Information bias
More research to identify IM features.
Competitive Intelligence – Joseph Pategou
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Information about the author
Regulatory issues on the development of Biosimilars – Joseph Pategou
I am fascinated by healthcare and the experience of many
companies to develop new types of drug with the aim of saving
lives around the world.
Main topics of passion in the healthcare:
- Strategy
- Digital
- Innovation
- Biosimilars
If you want to know more, please contact me:
joseph.pategou@skema.edu
M. Joseph Pategou
23/05/2016 30
SANOFI CASE STUDY: CI AT SANOFI
Implementation of CI at Sanofi
N° Dimensions Objectives
1 Perimeter Resolve everyday problems and make Foresight (10 , 15 or 20 years)
2 Process Allows the organization of activities
3 Report Used to communicate information to decision makers
4 Tools Allows the collection of information
5 Organization Each unit of Sanofi participates in the implementation and realization of competitiveintelligence
6 Culture Establishment of a training system, a system of recruitment , career development andpresence of team leaders
Competitive Intelligence – Joseph Pategou
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QUESTIONS FOR THE INTERVIEWS
1.What Does Competitive Intelligence mean to you?
2.In your opinion, is Competitive Intelligence critical for companies within thePharmaceutical Industry to outperform their peers?
3.What are the Competitive Intelligence tools that the best pharmaceuticalcompanies use to outperform their competitors?
4.Do Pharmaceutical companies invest substantially their resources into CI activities?
5.Are Strategic & Technologic watches critical for pharmaceutical companies?
6.What are the most critical strategic and technologic information to watch withinthe Pharmaceutical Industry to make better decisions faster?
7.To which extents do technological and strategic watches provide a competitiveadvantage in the pharmaceutical industry?
8.How do companies Turn Strategic & Technologic watches into businessadvantage for their organization? What are the important leadership capabilities ?
Competitive Intelligence – Joseph Pategou
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