바이오 브랜드의 세계화 전략

Global Biobranding Strategy

&nbsp;&nbsp;Biotechnology is rapidly taking shape the 21C. Market vloume of biotech is aleady estimated to account for a third of world gross domestic product. Biosectors are fast-moving markets with the enormous global opportunities and facing three transforming forces-information technology, consumerism, and system biology. Success in this situation will depend upon integrating these key forces into company strategies.<BR>&nbsp;&nbsp;As bioscience creates the targeted therapy with a dominant share of a global niche, biotech firms must be prepared to implement a dual branding model for mass market and targeted therapy. Biobrands have an exceptionally broad scope and need a hybrid branding approach, combing experience-based and evidence-based marketing. Effective global brand reach can be achieved by balancing centralized planning and local execution.