Berkeley Haas Case Series

Case Information

Flexibility at Genentech: Developing Versatile Domain Experts and Deploying Flexible Resources at One U.S. Medical Affairs Unit
Bahrami, Homa , and Stuart Evans
Publication date: 10/1/2016, pages 1-19

The Genentech Spectrum case is about infusing flexibility in a medical unit of a global biotechnology company. The protagonist is Mauricio Silva de Lima, M.D., Ph.D., Vice President of U.S. Medical Affairs for the unit. The case focuses on his team’s key challenges in a highly uncertain, fluid context. These include deploying a team of specialized domain experts through program terminations (starts and stops), allocating resources efficiently during a program’s life cycle, and measuring the concrete impact of key strategic initiatives.

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