An integrated strategy for launching a new product in the biotech industry

The scope of this paper is to propose an integrated strategy to support the decision process of a semiconductor company interested in entering a new market and launching a new product in the biotech industry. The complexity of the environment and the high numbers of factors involved, leads to the conclusion that the traditional tools and models of the strategic management are not enough to analyse fully the market and to elaborate a winning strategy. For this reason an integrated approach is developed, which is able to combine elements coming from different perspectives through the introduction of new ones. The proposed approach is then applied to a real situation.