Ben Bonifant

Companies that adopt this new methodology will have a longstanding competitive advantage over those companies conducting business as usual.

When it comes to licensing in this market, there are winners and losers. Learn the new rules of the game.

For the past 20 years, the blockbuster model has dominated the pharmaceutical industry. It has generated tremendous value for companies and shareholders and will likely continue to do so well into the future. That business design matched Big Pharma's expansive product development and marketing investments with the ample supply of opportunities for benefiting large patient populations and allowed an unusually large number of players to succeed in the high-stakes game. Not all companies can continue to win that game, however, so new fields of competition will be needed.