New market entry

Arthur D. Little assisted a multinational pharmaceutical franchise in formulating a strategy to expand into new commercial markets.


A multinational pharmaceutical company interested in expanding its leading franchise asked Arthur D. Little to assess the commercial market opportunity for three related diseases.  The client sought the evaluation of emerging technology targets for potential in-licensing, and the strategic implications for entering the markets.


Arthur D. Little initiated a comprehensive commercial market assessment including the characterisation and profiling of emerging technology platforms.  The emerging technology platforms were assessed in terms of scientific attractiveness and commercial attractiveness.  Promising technology target opportunities with strong alignment to the client’s current portfolio and pipeline were identified.  Finally, Arthur D. Little examined potential strategic implications for entering the markets, specific to the client.


As a result of the analysis, several strategic technology targets for in-licensing / co-marketing / co-promotion were identified.  Furthermore, recommendations for attractive market entry opportunities were developed on the basis of market attractiveness, strategic attractiveness, and client feasibility.

Search by keyword

Article Toolbar

Navigationnext article »


| |Bookmark Arthur D. Little