Global Business Team Projects, GlobalMBA Cohort 2020/21

Chances and risks of implementing new technologies to the pharmaceutical industry

Bartlomiej Karol Gicewicz, Carolin Knauff, Elizabeth Smith, Hening Song, Katharina Kaschel

Amid the COVID-19 pandemic, it has become obvious that the pharmaceutical industry is essential for the health of the world's population. The need to develop a vaccine as quickly as possible, alongside disrupted supply chains, have shown the importance of the industry. To rise to the challenge of the COVID-ravaged global economy, pharmaceutical companies are looking to harness new technologies with the aim to improve their processes. Therefore, the aim of this paper is to analyze opportunities and risks associated with the implementation of new technologies in the pharmaceutical industry. It describes the characteristics of the industry and factors affecting its development over the years. The literature analysis was based on a value chain model concerning the implementation of new technologies to the industry. The paper also includes case studies, making it possible to assess the extent to which new technologies are currently implemented among the largest pharmaceutical companies. Based on the literature review and the case studies, the paper identifies chances and risks associated with the implementation of new technologies in the pharmaceutical industry. In conclusion, through the implementation of modern technological solutions pharmaceutical enterprises can enhance products, lower prices and boost productivity. Certainly, the introduction of new technologies is associated with risks, but the looming chances outweigh those. However, it has been proven that the pharmaceutical industry continues to lag behind other industries in terms of the implementation of new technologies.

Can green computing be a source of competitive advantage in the cloud computing industry? An explorative analysis of cloud computing

Annika Felicitas Ludwig, Laura Franziska Grose

To establish if green computing can be a source of competitive advantage in the cloud computing industry this research focuses on (1) cloud computing, (2) green computing, (3) the market leaders AWS and Azure. Spending on public cloud services in 2022 is estimated to contribute $398bn globally, which accounts for a third of IT spending on IT services and 9.7% of revenue of the ICT industry. The Cloud computing industry is an enabler and facilitator of IT innovations, such as the Internet of Things (IoT), Artificial Intelligence (AI), Augmented Reality (AR), Big Data computing and analyzing as well as machine learning and cognitive computing which is transforming and impacting all areas of our society. Green computing emphasizes an approach that allows for a sustainable and considerate environment for cloud computing without compromising on technological capabilities and needs. Whilst AWS has the first mover advantage and thus the biggest market share in the cloud computing industry, Azure is more engaged in sustainable practices. This research has proven that sustainability is considered the third or fourth most important decision criterion, however, cost and technical capabilities are uncompromisable and therefore the two most important factors impacting the choice of cloud service provider. Services offered by AWS and Azure are very similar in cost and quality. With a growing importance of sustainable practices in scope 1, 2 and 3, green computing is becoming a competitive advantage, reshaping the competitive landscape of cloud computing.

Circularity in the European Fashion Industry: Potential Influencing Factors and their Implications for Business

Anna Piepenstock, Karolina Pregowska, Marilyn Singleton, Jeremy Stevens, Shipei Yang

Recently, the topic of sustainability has become increasingly important in the global fashion industry. The circular economy model has become is a main topic in sustainability discussions. The circular economy aims to combat this “throwaway” society by closing product lifecycles in an “unlimited” loop. This study aims to investigate the promotion and development of the circular economy model in the European fashion industry. The study is split into two parts. First, external factors are examined for their potential influence on the development of circularity within the industry. The second focus is on internal factors, in which a handful of representative companies will be analyzed to find any potential relationship between their internal elements, and the development of the circular economy model within the company. The results indicate that there are different pieces within the external and internal factors that influence the development of circularity both positively and negatively. Within the external factors, the factors that have emerged as the most influential are innovative concepts including artificial intelligence, and production processes that better support recycling and technology appear to be the leading drivers of circularity within the industry. Additionally, political factors have major impacts on the direction of the industry. These factors increase the value of companies, leading to further development of circularity. Finally, circular development is also heavily influenced by a company’s financial and technological resources. Ultimately, while various factors are highlighted as having the most influence, it is important to note that these factors do not exist in a vacuum. Each of these pieces, especially the internal factors, are highly interconnected and create dynamic environments and organizations. Only future development in the industry can show how these factors truly influence one another.

The development of the painkiller market - dominant products and disruptive alternatives

Mateusz Dubinski, Xinxin Shi, Atyrus McDonald

Different countries and regions have markets and levels of demand for the class of drug referred to as analgesics that vary vastly, with different rules and circumstances. Three markets, the United States, Europe, and China, were analyzed in depth in order to gain insights about painkiller markets, especially opioids and alternatives to the opioids, such as marijuana, and Chinese traditional medicine that are valuable for discerning between good and bad aspects of markets beyond the regions analyzed. Powerful differences in social, legal or economic conditions, have been shown to be inextricable with and potentially the cause of disparities in demand that make some markets hundreds of times more receptive to painkillers than others.

Competitive strategy in the era of electric vehicles: Exploring different strategies in the automotive industry

Konstanty Dobrzyński, Jinglin Guo, Mitchell Jares, Melina Nikbakht, Vincent Funk

The electric vehicle industry can be assessed to be in a state of major upheaval. With multiple drivetrains falling into this industry, this paper will seek to illuminate the intricacies of competitive strategy associated with the industry. To that end, broader global industry characteristics were explored and presented. Against this backdrop, a more detailed analysis of three entities, Volkswagen, Renault and Toyota, was undertaken. Grounded in observations on their respective histories and policies applicable to them, their strategic methods were explored in a trifold approach: M&As, strategic alliances and organic growth. Based on the insights and data gathered, a comparative study highlighting the most striking similarities and differences was undertaken, and the paper was concluded by examining recent tendencies and their limitations.