Morecroft, John D. W. with David C. Lane and Paul S.Viita, "Modelling a Biotechnology Startup Firm", 1989

Downloadable Content

Download PDF
ua435

ABOUT THIS ITEM

The top managers of a biotechnology startup firm agreed to participate in a system dynamics modelling project to help them think about the firm's growth strategy. The paper describes how the model was created and used in order to stimulate debate and discussion about growth management.There were several novel features about the process used for capturing management team knowledge in the model, and for representing unique structural features of biotechnology manufacturing and marketing. The paper highlights these novel aspects of conceptualisation. A heavy emphasis was placed on mapping the operating structure of the factory and distribution channels. In addition, much time and effort was spent on choosing model concepts and vocabulary suited to the business and to thinking carefully about units of measure and dimensions. Qualitative modelling methods (structural diagrams, long variable names and friendly documented algebra) were used extensively to capture the management team's description of the business.The size of the model (and partial models) was kept deliberately small to ensure the involvement of the management team. Simulation scenarios were designed to stimulate debate about strategic issues such as capacity allocation, capacity expansion, customer recruitment, customer retention and market growth. The paper describes how the management team was 'drawn-in' to using the computer to design and debate their own strategic scenarios. The paper concludes with comments on the impact of the project.

This is the whole item.

Date created
  • 1989
Type
Processing Activity License

ITEM CONTEXT

Part of

a656a490ae4bb95659d385b98804153f

Scope and Contents
Part of

23d738ba88f8333bc39725f9cb5bd0b8

Scope and Contents
Part of

229aea09844305a482784be9fca550ff

Scope and Contents
Collection
Collecting area

Items