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UCB Data is the New Drug Case Solution
The primary focus of the research is on the connection that may be made between information technology and strategic management. This article has covered five of the most important divisions of the international pharmaceutical business UCB, which have been described above. In addition, this illustrates how important it is to have access to data collected from the actual world in order to effectively manage health-related concerns within an organisation. Traditionally, the biotechnology and pharmaceutical services offered by the company have focused on treating illnesses of the central nervous system (CNS), cancer, allergy and infectious diseases, as well as immune-inflammatory abnormalities. In order to accomplish this goal, the corporation is making investments in research and development (R&D) and developing new marketing departments, such as one that focuses especially on immune reactions and the production of relevant biotech and pharmaceutical products. The University of California, Berkeley's administration and information technology services have received all of the essential recommendations for improvement.
Following questions are answered in this case study solution:
Provide a project brief for an analytics-based project comparable in scope to the “sprints” described in the case study. This should include a specification of users’ needs, design specifications, and a discussion of value creation. This can be based on an example from the case study, external research, or your own idea. It must be an example that would be relevant to a company like UCB.
Using the DELTA(TA) maturity model, at which level of maturity would you rate UCB at the time of writing the case?
On page 7 of the case, De Prins is quoted as saying: “there is no such thing as a digital strategy, just business strategies for a digital world.” Explain what is meant by this statement and compare it with Nick Carr’s statement that ‘IT does not matter.’
Would you describe the approach used by UCB to introduce analytics as a “full steam ahead” strategic plan or a more careful “probe and learn” approach? In the context of the case study, discuss the pros and cons of both.
Given your answers to the above questions, how would you approach the Shanghai meeting if you were De Prins? What recommendations would you make?
Case Study Questions Answers
1. Provide a project brief for an analytics-based project comparable in scope to the “sprints” described in the case study. This should include a specification of users’ needs, design specifications, and a discussion of value creation. This can be based on an example from the case study, external research, or your own idea. It must be an example that would be relevant to a company like UCB.
It was with Damien's help that the UCB was able to organise a collaborative effort. If it entered the market, UCB would immediately become the market leader. In 2014, the Belgian-founded company generated global revenue of €3.3 billion across 40 countries of operation. Although UCB is a relatively small biopharmaceutical company, the company has substantial sway in the market for drugs treating critical illnesses connected to immunology and the brain.
Research of this nature is most useful when it is put into a realistic scenario that is familiar to the target audience. An external force or power may have absurd consequences for a certain division or office, and the analysis helps organisations better explain the changes that are needed, allowing them to recognise the supposed alternatives.
The power that is subject to change because of the government's influence on the national structure is called political power. Climate regulations, company rules, duties, charging strategy, exchange limits, political stability, and shifts are some examples of potential political components. Think about the factors that lead certain governments to withhold their support.
Money-related elements or influences include interest rates, GDP growth, inflation, costs of living, commute time, hourly wage, and currency exchange rates. The impact on loyalty is magnified and indisputable when all of these factors are taken into account together.
Amongst societies, the influence of culture on people's subconscious associations varies greatly. These are crucial factors to think about. Prosperity, prosperity awareness, numerous socioeconomic challenges, rates of human growth, and other social aspects all fall under the umbrella term "society."
As a result of the intense competition in the manufacturing business, the use of mechanical components in production has emerged as a crucial innovation. Also, it propels globalisation because its elements connect universal and organic components as well as open systems and objects. If the proposed changes are implemented, then a functional organisation can be formed.
2. Using the DELTA(TA) maturity model, at which level of maturity would you rate UCB at the time of writing the case?
UCB's IT/IS division has undergone numerous changes and upgrades over the years in an effort to standardise the business, boost output, and aid upper management in making more informed decisions. The team's exceptional and expert IT design allowed them to provide first-rate intranet services. Nonetheless, the novel strategy did not solve all the problems. The following table shows the wide variety of completed projects and the complex problems that plague several industries.
Results from an examination using the Integrated Performance Management (Maturity Alignment) Framework indicate that UCB has the ability to achieve Maturity Level 4 (Quantitatively managed) in performance management. According to these results, UCB lies somewhere in the middle of the spectrum of maturity.
The UCB's goals should be revised to reflect state of the art in technology, with adjustments made through creativity, internationalisation, and forethought.
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