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MorphoSys AG: The Evolution of a Biotechnology Business Model
Pisano, Gary P.; Johnson, Ryan; Knoop, Carin-IsabelCase HBS-611046-EService and Operations ManagementIn 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 de...Starting at €8.20
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Daimler China: Facing a Media Firestorm
Wolfgang Messner; Hyo Jin YoonCase IVEY-9B18C012-EThe chief executive officer of Daimler Trucks and Buses China Ltd. was on an expatriate assignment in China. In November 2016, he faced a discomforting situation that could bring an abrupt halt to his career; an unfortunate incident in which he lost his temper led to fierce outrage in local Chinese and worldwide media. The media reaction threatened China’s prominence as a major source of revenue for Daimler, and sent Daimler’s share price on a do...Starting at €8.20