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European Union --- European Union --- research projects --- research projects --- evaluation. --- evaluation --- health --- health --- Molecular biology --- Molecular biology --- Animal biotechnology --- Animal biotechnology --- Plant biotechnology --- Plant biotechnology --- genetic engineering --- genetic engineering --- Immunology --- Immunology --- Programme cadre --- Bridge --- Biotech --- Programme cadre --- Bridge --- Biotech

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Nowadays, more and more innovative and great entrepreneurs decide to take action and to launch their company. However, it is not always easy for those lonely SMEs to stand out from the crowd and some companies, naturally, encounter difficulties to do so. It is particularly the case for companies from the biotech sector which is a highly competitive environment.

Realising my internship at AmplyCell which is in a young and promising company from the biotech sector, the purpose of this thesis is to provide the thinking about the creation of a strategic platform for biotech companies presenting synergies in the same value chain. This report must answer if the implementation of an alliance, in which AmplyCell would belong to provide its technology and develop its activity, is viable and interesting.

The approach to do so is divided in 3 phases. First, a qualitative study is led to understand how existing platforms and alliances are currently working to seek inspiration. Then, a quantitative study is conducted through the help of a survey directed to potential customers in order to understand the needs of the market. A final research is conducted again on potential clients for a deeper understanding of the results of the survey and also on potential partners to get their personal views regarding this partnership implementation.

Searches were successful. This kind of platform usually leads to consortium agreement which is a written document in which all members define the rules of the partnership, the way those rules are defined is discussed in the thesis. This report also identifies the ideal target for the platform as well as some future prospects to ensure continuity of this one and to be always one step ahead of competition. Regarding potential partners, the interest is global as they strongly believe there is no interest to stay alone when it is well known that unity makes strength.

To conclude, create such a platform is not an easy task. Even with the progress already realised, it takes a lot of time to achieve this with the search for partners, negotiations, first steps, etc. But the doubt is now raised regarding the feasibility and the potential that represents the creation of this strategic platform.

Biotech sector --- Antibody market --- Consortium --- Strategic platform --- Alliance --- partnership --- Implementation --- Qualitative study --- Quantitative study --- Survey --- Target --- Customers --- Partners --- Members --- Sciences économiques & de gestion > Marketing --- Sciences du vivant > Biotechnologie

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During the past decade, cotton prices remained considerably below other agricultural prices (although they recovered toward the end of 2010). Yet, between 2000-04 and 2005-09 world cotton production increased 13 percent. This paper conjectures that biotechnology-induced productivity improvements increased supplies by China and India, which, in addition to keeping cotton prices low, aided these countries to capture market share from (and cause losses to) non-users of biotechnology. By contrast, with a single exception, Africa has not adopted biotechnology and, not coincidentally, its cotton output declined by more than 20 percent between the first and second half of the past decade. The paper concludes that the development implications of biotechnology go beyond cotton and Africa. High energy prices have been an important driver of the recent commodity price boom. Therefore, investment and policy strategy responses to a cost-driven boom should be consistent with cost-saving alternatives. Biotechnology clearly meets this challenge.

Agriculture prices --- Biotech cotton --- Cotton prices --- Crops & Crop Management Systems --- E-Business --- Economic Theory & Research --- Emerging Markets --- Macroeconomics and Economic Growth --- Markets and Market Access --- Science and Technology Development

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The life sciences industry is growing with markets such as epigenetics getting bigger. This trend is driven by new findings linking specific epigenetic mechanisms to diseases like cancer. It is in this market that many biotech companies are trying to be at the forefront of technology and innovation to provide the best solutions for researchers. The universal nature of science creates a global market in which some countries are more attractive than others. China is expected to be a flourishing market thanks to the considerable government funding in research.
The mission beyond this master thesis is to elaborate a marketing strategy to develop life sciences products in China for a biotech SME company. The context of the company is highlighted and the core content present an in-depth analysis in order to fix the marketing strategy with the segmentation, targeting and positioning. Then, the entry mode and the marketing-mix emphasised the chosen strategy. The final part considers the change management aspects for a project of this magnitude. L'industrie des sciences de la vie est grandissante avec des marchés tels que l'épigénétique qui ont le vent en poupe. Cette tendance est due à de nouvelles découvertes reliant des mécanismes épigénétiques à des maladies telles que le cancer. C'est dans ce marché que de nombreuses biotech s'efforcent d'être à la pointe de la technologie et de l'innovation afin de fournir les meilleures solutions aux chercheurs. Le caractère universel de la science donne naissance à un marché mondial dans lequel certains pays sont plus attrayants que d'autres. La Chine devrait devenir un des marchés les plus florissants grâce aux importants financements du gouvernement dans la recherche.
La mission cette travail de fin d'étude est d'élaborer une stratégie de marketing pour développer des produits des sciences de la vie en Chine pour une PME biotech. Le contexte de l'entreprise est mis en évidence et le contenu principal présente une analyse approfondie qui aide à fixer la stratégie marketing avec la segmentation, le ciblage et le positionnement. Ensuite, le mode d'entrée et le marketing-mix ont mis l'accent sur la stratégie choisie. La dernière partie examine les aspects de la gestion du changement pour un projet de cette ampleur.

biotech --- born-global firm --- Change management --- China --- Distributor --- entry modes --- epigenetics --- innovation --- international marketing --- life sciences --- marketing-mix --- positioning --- project management --- representative office --- segmentation --- SME --- Strategy --- targeting --- biotech --- bureau de représentation --- ciblage --- Chine --- distributeur --- entreprise néo-globale --- épigénétique --- innovation --- gestion de changement --- gestion de projet --- marketing international --- mix-marketing --- modes d'entrée --- PME --- positionnement --- sciences de la vie --- segmentation --- stratégie --- stratégie marketing --- Sciences économiques & de gestion > Stratégie & innovation

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Food --- Food Technology. --- Biotechnology. --- Lebensmittelwissenschaft --- Lebensmitteltechnologie --- Biotechnologie --- Research --- Research. --- Technische Biochemie --- Technische Biologie --- Biotechnik --- Biotech --- Lebensmitteltechnik --- Lebensmittelherstellung --- Lebensmittel --- Lebensmittelforschung --- Food science --- Biotechnologies --- Food Sciences --- Technology, Food --- Food Science --- Science, Food --- Sciences, Food --- Foods --- Herstellung --- Forschung --- Industrielle Mikrobiologie --- Ernährungswissenschaft --- Nutritional Sciences --- Dinners and dining --- Home economics --- Table --- Cooking --- Diet --- Dietaries --- Gastronomy --- Nutrition --- Agriculture Sciences --- Engineering --- Food Science and Technology --- Biotechnology --- biotechnologie --- Food Technology --- Genetically modified foods --- Primitive societies --- Ernährungswissenschaft