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Digg It - The Science of Winning - Lessons From Russian Military History
Nowadays it is trendy to compare doing business with military strategy: from Sun Tzu to Klausewitz, the book world has lately seen a wave of titles dedicated to the works and teachings of talented military men of the pa
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
st. While I don’t think that doing business in Russia is exactly akin to a battle, there are still some lessons a foreign investor can pull from Russian military strategy to better understand his/her partners and find
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
uccess in his ventures on Russian soil.
In Russian military history there are two men, who stand out for their successful strategies. They are Generalissimo Alexander Suvorov, who miraculously saved his troops by lead
In Russian military history there are two men, who stand out for their successful strategies. They are Generalissimo Alexander Suvorov, who miraculously saved his troops by lead
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ng them through a snowy Alpine pass in late 18th century, and field marshal Mikhail Kutuzov, who saved Russia from Napoleon by most controversial means. While both men were talented Russian generals of their time, the
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
wo used information differently and followed very different strategies.
Suvorov is known for his surprise attacks and refusal to allow his troops to retreat. Feeble and fragile from birth, he trained his body and mind
Suvorov is known for his surprise attacks and refusal to allow his troops to retreat. Feeble and fragile from birth, he trained his body and mind
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
by hardships of the soldier’s life. He became known for his spirit, strong will and comprehensive knowledge of military science. However, Suvorov left conventional knowledge in the dust by again and again breaking all
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
the rules – and winning. He fought on behalf of Catherine the Great, beating the Turkish Army in the Russo-Turkish wars and winning against the Prussian army.
In 1799, Suvorov was called out of retirement by Emperor
In 1799, Suvorov was called out of retirement by Emperor
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
aul I to lead the Russian and Austrian armies in coming to the aid of Italy when French troops invaded. When he found himself in an Alpine valley surrounded by enemy troops on all sides, he did not do the expected and
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
urrender in proper fashion. Rather, he turned on his heels and led his small contingent of men up through a snowy and treacherous mountain pass, complete with their cannons, horses and armaments. Not only did he save
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
is embattled army, but he was also able to inflict serious blows to the French troops attacking them from above. Upon his descent from the Alps, Italians proclaimed him their new hero.
Suvorov put his principles on pa
Suvorov put his principles on pa
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
er in his book, “The Science of Winning,” among them:
“To surprise is to win.”
“Fire rarely but rightly.”
“Win not by quantity, but mastery.”
In contrast, Kutuzov won the war with Napoleon by allowing t
“To surprise is to win.”
“Fire rarely but rightly.”
“Win not by quantity, but mastery.”
In contrast, Kutuzov won the war with Napoleon by allowing t
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
he enemy to take Moscow and retreating to the depth of Russia where the harsh Russian winter and partisan war aided him to a crushing victory. He faced enormous pressure with Napoleon’s army sitting on his doorstep rig
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
t outside of the capital. He had just lost thousands of soldiers in the devastating draw at Borodino and he thought engaging Napoleon again would risk the rest of the Russian army and the nation. Thus he made the bold
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
st move imaginable: he sacrificed the jewel, Moscow. Its citizens burned down their own city in advance of Napoleon’s entry, and Napoleon was forced to continue on in pursuit of the Russian army as winter fell. Cash-
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
trapped, outnumbered, and out-armed, Kutuzov used his creativity and the most basic of resources: the Russian winter. Napoleon eventually retreated after losing his army and Kutuzov returned a hero.
You will find som
You will find som
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
of these principles reflected in how Russians act in the business world. Often they are impulsive and trust their instincts. They will surprise you by going for a long-shot business deal on a hunch, and against all o
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
dds, actually making it work. They might sacrifice the one aspect of the company they’d said all along was essential, in order to pursue another venture. Strapped by limited resources, they might find an out-of-the-bo
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
shoestring solution that’s better than the most elaborate one Western money could buy. Just as Russian nature went against conventional, conservative Western European-dominated military science in the 18th century, it
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
will also at times be contrary to the sensibilities of Western businesspeople. I would encourage you to pause before leaping to shake sense into your Russian partner when he proposes something you weren’t prepared for.
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
You might have struck a goldmine: you might just be working with a Suvorov or a Kutuzov.
Read more about doing business in Russia in my new book -- "Riding the Russian Technology Boom" -- at: www.russia.futuretext.co
Read more about doing business in Russia in my new book -- "Riding the Russian Technology Boom" -- at: www.russia.futuretext.co
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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