Case—Bayer New Drug Development Decision Making

INFORMS Transactions on Education

article

Jeffrey S. Stonebraker¹ 

[1] Department of Business Management, Poole College of Management, North Carolina State University

关键词: interactive case;    teaching decision analysis;    teaching modeling;    decision trees;    influence diagrams;    Excel modeling;    real-world application;   

DOI  :  10.1287/ited.2021.0262cs

学科分类：数学（综合）

来源: INFORMS

【 摘 要 】

The biological products leadership committee (BPLC) composed of the senior managers within Bayer Biological Products (BP), a business unit of the worldwide Bayer Group, a $27 billion international healthcare and chemicals group based in Leverkusen, Germany, made its newly formed strategic planning department responsible for the commercial evaluation of a new blood-clot-busting drug. This drug, BAY 57-9602 (also called “Plasmin”), has reached decision point 1 (DP 1): Bayer must decide whether to begin preclinical development. BP anticipates that Plasmin will offer a new paradigm in thrombolytic drug therapy of peripheral arterial occlusion (PAO) by directly dissolving blood clots in legs, resulting in potentially safer, more-effective treatment than currently available. Current thrombolytic drugs are only moderately effective in dissolving blood clots in legs and have frequent mild/ moderate bleeding complications and occasional major bleeding complications. To ensure that it makes the best new product development decisions, Bayer Pharmaceuticals (Pharma) uses a structured process based on the principles of decision analysis to evaluate the technical feasibility and market potential of its new drugs.

【 授权许可】

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