Pfizer Case Study: Key Drivers of Innovation, Entrepreneurial Vision, and Blue Ocean Strategy

This case study analyzes Pfizer's key drivers of innovation, entrepreneurial vision, and Blue Ocean strategy. It evaluates the different approaches undertaken by Pfizer to shape its vision and compares it with its competitors using appropriate frameworks and tools.

PFIZER CASE
STUDY

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Using appropriate frameworks and any appropriate tools to evaluate the key drivers of
innovation..............................................................................................................................3
Critically analysing the different approaches undertaken by Pfizer to help shape its
entrepreneurial vision..........................................................................................................3
Key drivers of innovation.......................................................................................................3
Critically evaluating appropriate Blue Ocean frameworks and tools such as Strategy
canvas to compare Pfizer and its competitors...................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES:.............................................................................................................................12
Books and Journals...............................................................................................................12

INTRODUCTION
Innovation helps the organisation to achieve the goals and objectives in a systematic
manner. There are various new technological factors which could be implemented to grow at a
faster pace in the market. Pfizer is a biopharmaceutical company which works for the betterment
of the society (Kareem, Sadiq, and Abdulah, 2021). The company provides medicines for
different diseases while maintaining high quality standards. There are different innovative ideas
which the organisation has implemented to achieve growth in the healthcare industry. They had
recently launched a vaccine to fight against Covid 19 pandemic. It has helped a lot of people to
fight with the diseases. They had maintained the quality in order to provide the products to the
consumers in the market. Pfizer has invested a lot of amount to become more successful in the
industry. On the other hand, in this report there will be brief discussion about using the
appropriate frameworks. It helps to understand the key drivers of innovation. Along with that,
there will be evaluation about Blue Ocean strategy with the help of different tools and
frameworks. For further instance, in this report there is critical analysation of different
approaches which helps the organisation to shape its entrepreneurial vision.
MAIN BODY
Using appropriate frameworks and any appropriate tools to evaluate the key drivers of
innovation
Key drivers of innovation
The drivers of innovation help the organisation to achieve the
goals and objectives successfully in the market. They could gain
a competitive advantage in the industry by using the appropriate
drivers of innovation (Ombrosi, Casprini, and Piccaluga, 2019).
There are various potential benefits by using the right mechanism
which could help organisation to achieve growth at a faster pace
in the desired industry. The five key elements and driver of
mechanism are mentioned below:
Broadcasting – This is the most common tool and
important driver which could help the organisation
to achieve success and growth by innovating
different ideas. The company can utilize their
resources effectively in order to achieve growth in
the market. The most benefit of this driver is to
provide quality products and services to the
customers to gain maximum customer satisfaction.
In accordance to Pfizer the organisation has
understand the market needs and provide better
quality products. The medicines help in betterment
for the society. They are innovating new ideas and
implementing various technological factor with the
huge investments. In order to achieve the
appropriate success in the healthcare industry.

Brainstorming – It is a creative technique in
which the group of people are involved to
make different ideas. Each individual can
contribute various ideas it could be different
from one another. It is like an opportunity
where people can spontaneously contribute to
create serious idea (Dong, and McCarthy,
2019). It helps the organisation to achieve
growth and success in the market. Pfizer
management has capitalised on various growth
opportunities by implementing the various
initiatives in the workplace. The organisation
has funded a significant amount in research and
development. They had expertise in various
different areas to ensure the sustainability of
the business in the market. With the help of this
driver the organisation has achieved and
serious growth. They had recently put a stop in
the Covid 19 pandemic by launching a vaccine.
It helps in betterment for the society while
maintain the quality standards. The hierarchical
model which they apply in the workplace helps
the organisation to achieve maximum
productivity while carrying out the regulatory
operations.
Licensing Out – This is the major
component through which the organisation
can achieve success by adopting different
ideas. It will benefit them in significant
manner they can generate more profits in
the market. In the healthcare industry there
are various potential investors which could
license out their companies and products in
the market. Pfizer works in a systematic
manner to license out different ideas in the
market. They had strikes various deals in
order to achieve a systematic growth. For
example, recently the company use a
comprehensive strategy to acquire the
important deal. In this deal there will be
different medicines to treat the Covid 19
Patients. They will be treated with the help
of Nasal spray which could be revolution in
the healthcare industry. Pfizer is also
licensed to sell the products in different
countries at an affordable price. They are
planning to provide the product to the 53%
of the world population in the first batch of
medicines.
Connecting/Networking – The supply and
chain management is also important in order to
supply the products and services in the market.
With the time and experience in the industry.
Most of the companies has developed a
network with different distributors in order to
sell the products among various customers. By
building a huge ecosystem there are different
opportunities on which the company can
capitalised and achieve growth and success in
the market. Pfizer has achieved significant by
collaborating with the different investors and
product distributors in the healthcare industry
(Wetzels, 2021). The main vision of the
organisation is to significantly bring new ideas
to treat patients and improve their lives. They
are one of the global manufacturers which
provide medicine in the healthcare industry of
various diseases. The Company’s long
heritage has helped them to Build connection
and healthy relationship with different
distributors in the market. In future the
management is planning to acquire a huge
market share and providing the vast number of
products in the market.
Expert Teams – The organisation has certainly evolved by
implementing new ideas in the workplace. The workforce
of the company plays a vital role to help them achieve
success in the industry. Pfizer workforce has implemented
new ideas in order to maximize their efforts and capitalised
on various opportunities. The management gives a healthy
working environment to the scientists. They research and
develop new medicines which helps them to treat various
diseases. They had initiated new schemes and ideas to
enrich the lives of the patients by providing medicines at
affordable price.

Critically analysing the different approaches undertaken by Pfizer to help shape its
entrepreneurial vision
Vision of Pfizer
The main vison of the organisation is to bring innovative therapies to cure patients and
improve their lives (Kwoka, 2018). They are seriously working to achieve this vison in
significant manner. It is one of the most valued biopharmaceutical company in the healthcare
industry.
Strategic frameworks which helps the company to shape its entrepreneurial vision
SWOT Analysis
It is a tool which helps the company to evaluate different factors and work in a significant
manner. There are basically four components which are mentioned below:
Strengths – In this stage the organisation can evaluate the core areas in which they perform
best. This helps the company to achieve a growth at faster pace in the market. Pfizer ethical
practices helped them to achieve success in the healthcare industry (Kane, and et.al 2021)
(GillespiePrivitera, and Gaspero, 2019). The strengths are as follows:
 Pfizer has largest research and development department in which scientist make
medicines and find cures of different diseases.
 The organisation 13 vaccines best-selling in various regions. Due to this they had
generate excellent profits in the industry.
 They had established one of the largest distribution channels in the healthcare industry.
Weakness – This component helps the organisation to evaluate various critical aspects in which
they are lacking.
 The price of the Pfizer products is high this is the main weakness they did not
compromise in the price factor.
 They are spending less amount in the research and development which makes them less
competitive in the healthcare industry.
Opportunities – In this stage there are various opportunities in the market in which the
organisation capitalised to achieve better results.
 Pfizer can diversify their products and create a better promotion to achieve better
growth and boost the sales in a significant manner (Kratochvil, and Nell, 2019).

 The organisation makes medicines for the immunity which could beneficial for them.
After the impact of Covid 19 people are more concern towards their health.
Threats – This factor helps the company to asses various threats which could affect the
business for a longer period of time.
 The major threat for the company is increasing competition in the healthcare industry.
They had innovate new products according to the changing preferences of customers.
 Pfizer has lower their profit margin because they are facing the threat of substitute
products which comes at an affordable price.
PESTLE Analysis
It is a strategic framework which helps the organisation to carry out the business operations
smoothly by complying all regulatory factors (Wegner, Mount, and Colvis, 2022). There are
several components which are mentioned below:
 Political – There are various political factors which include the trade tariffs,
government policies etc. Pfizer has active participation by complying all the political
factors in a systematic manner.
 Economic – These factors impact the business operation for a longer period of time. It
includes inflation rate, interest rates etc. The organisation works effectively with the US
tax structure.
 Social – It includes various culture which impact the organisation. For example,
consumer preferences, demographics etc. Pfizer provides various health medicines and
work for the betterment of the society.
 Technological – In this stage the organisation can improve various technological factors
to become more profitable in the market (Gassmann, and et.al 2018). Pfizer research and
development innovate new cure for the diseases.
 Legal – There are various factors which could affect the company in both negative and
positive manner.
 Environmental –The organisation needs to do carry out the operations effectively.
They also had to work for the betterment of the society. Pfizer achieves a sustainable
performance in the market by providing quality products to the consumers.
Approaches which shapes the organisation entrepreneurial vision

 Technology – Pfizer has invested in technology which helps them to get success in the
healthcare industry. The research and development team works in an effective manner
in order to achieve the goals and objectives. Due to their ethical practices they had
managed to gain a competitive advantage over different competitors. They have recently
invested a huge amount while making then Covid 19 vaccines (Geiger, and Kjellberg,
2021). The clinical stages is the most important in which the organisation has invested a
significant amount to make the product. This has helped them to serve better products in
the industry. The main aim of the organisation is to enrich the lives of the customers by
providing valuable products in the industry. The vaccines are popular in circulate in
various other regions. They had managed to build a healthy network with various
distributors in order to achieve an immense growth in the market. In the upcoming
future the organisation is planning to invest more amount in the technological factors. In
order to gain competitive advantage in the industry among various other competitors.
 Investments – The organisation breakthrough growth initiative has created ha generally
focused on indulging new investments to improve the overall performance. They are
planning to build a healthy relationship with different distributors. On the other hand,
Pfizer is also collaborating new medium sized enterprise to boost the sale of the product.
Different investors is working with the company to achieve greater results in the market.
Through this they could gain a competitive advantage in the healthcare industry.
Critically evaluating appropriate Blue Ocean frameworks and tools such as Strategy
canvas to compare Pfizer and its competitors
Blue ocean strategy could help the organisation to create a new market space and demand of
the products among various customers. This strategy revolves around searching various
opportunities in the market (Federico, Morton, and Shapiro, 2020). Through this strategy the
organisation can generate more profits in the industry. There are various factors which are
described below:
 Create Uncontested market space – Pfizer success achieved by tapping on significant
market space. Their planning and composure has helped them to grow and achieve their
goals and objectives in the market. They are planning to getter better in the healthcare by
providing better products and services in different region.

 Make the competition irrelevant – The organisation needs to offer better quality
products in order to become more profitable in the market. Pfizer products cure the
diseases in an effective manner. The purpose of saving the people life is fulfilled which I
the main component of the success (Hot, and et.al 2019). They had gain a competitive
advantage over different competitors with the right strategies and approaches. There are
other substitute products in the market which does not offer the maximum customer
satisfaction. Through this approach they are attracting a lot of potential customers in the
market. It is boosting their sales in an effective manner.
 Creating and capturing new demand – Pfizer has recused on providing the essential
medicines to the customers. The organisation has innovated new ways to achieve greater
results in the healthcare industry. They had created appositive brand integrity in the
market by providing quality products to the consumers. There are various areas which the
management has evaluated in order to improve it an effective manner. Their products are
popular among various regions.
 Aligning the firm activities – This is the main factor which helps the organisation to
achieve greater results in the market. Pfizer has successfully invested a huge amount in
research and development. It helps them to innovate new products and cures to enrich the
lives of the customers. They had achieved an immense growth in the market by providing
quality products to the consumers. With the ethical practices they had achieved the goals
and objectives in a systematic manner.
Describing different Tools
Strategy Canvas – This is the detailed framework of Blue ocean strategy. In this the
organisation captures different range of factors and invest by assessing it systematically. This is
the main function of the horizontal axis (Fu, and Chen, 2022). On the other hand, in vertical axis
the organisation provides products to compete with different competitors in the industry. Pfizer
has understand the market condition and the customer needs. They provide the products in order
to attain maximum customer satisfaction.
Value curves – This is a graphical diagram in which the organisation can easily understand
the value of product and services in the market. Pfizer has achieved an immense growth in the
market because of their effective strategies. They offer better quality products to the consumers
in order to achieve maximum customer satisfaction.

Comparison between the companies Based on critical success
Various Factors Pfizer Merck & Company
Research and development The organisation has invested
a huge sum of amount on the
Clinical stages of making new
drugs. This helps them to
achieve overall success in the
market. By implementing the
right strategies and approaches
they had managed to achieve
greater results. Their products
offer better customer
satisfaction (Makower, and
Denend, 2018). For example,
recently the scientists of Pfizer
had made Covid vaccine
which is brilliant and cure the
disease effectively.
The organisation is achieving
success by implementing the
right strategies and
approaches. They are planning
to become better researching
new ideas critical
development to find cure of
various diseases. This has
significantly helped the
company to gain a competitive
advantage in the market.
Building Networks Pfizer has collaborated with
different investors in order to
sell the product to the
consumers in the market. They
vaccines are generally popular
in different regions. Through
this they are able to boost
sales in various regions. They
are planning to build a better
network by implementing
various strategies and
approaches.
The organisation has managed
to achieved an immense
growth in the markt. Their
networks are not strong as
their competitors. There are
several regions in which the
consumer want the products of
the company. They are fail to
deliver the products in the
market.
Health and Safety Pfizer new comprises in the The organisation has also

safety of their consumers. The
organisation offers quality
products through which they
attain maximum customer
satisfaction. This has helped
them to achieve the goals and
objectives in a systematic
manner (Gopalakrishnan, and
Kovoor-Misra 2021). They are
complying with all the rules
and regulations which the
government has abide. In
every region they are
maintaining the excellent
quality of the medicines.
managed to provide safety
products to the consumers.
They are planning to build the
infrastructure more better in
order to supply the products in
an effective manner. The
organisation has failed to
comply the clinical trials of
various new drugs. Through
this they created a negative
brand integrity in the market.
There are various other
competitors which has gain
completive advantage over
them.
CONCLUSION
From the above report, it has concluded that the organisation needs implement various
strategies and approaches in order to achieve the goals and objectives in the market. The main
focus of this report is to use various frameworks and tools to understand the key drivers of
innovation. On the other hand, there will be evaluation of various factors which helps the
company to shape its entrepreneurial vision and achieve an immense growth in the market. The
company has invested a huge sum of investments to achieve overall success in the industry.
There are various tools like swot and pestle analysis in order to evaluate all the critical factors.
They can capitalise on different opportunities to become more profitable in the market. Their
products attain maximum customer satisfaction and popular in different regions across the world.
Along with that, there will be brief discussion about Blue ocean strategy. It helps the
organisation to become better in every possible way. They can create a new market space and
demand among customers by offering quality products to the consumers. For further instance, in
this report there will be brief discussion about the organisation overall success in the recent

years. This has also analysed that the corporation has to put an extra effort to achieve greater
results. Through this they could gain a competitive advantage in the market over different
competitors.

REFERENCES:
Books and Journals
Kareem, A.T., Sadiq, A.T. and Abdulah, H.S., 2021. Gaming argumentation framework (GAF):
Pfizer or AstraZeneca Vaccine of The COVID-19 as a case study. Periodicals of
Engineering and Natural Sciences, 9(4), pp.692-707.
Ombrosi, N., Casprini, E. and Piccaluga, A., 2019. Designing and managing co-innovation: the
case of Loccioni and Pfizer. European Journal of Innovation Management.
Dong, J.Q. and McCarthy, K.J., 2019. When more isn’t merrier: pharmaceutical alliance
networks and breakthrough innovation. Drug discovery today, 24(3), pp.673-677.
Wetzels, M., 2021. The road ahead is digital for innovation management and there is no way
back. Journal of Product Innovation Management, 38(2), pp.245-247.
Kwoka, J., 2018. The effects of mergers on innovation: economic framework and empirical
evidence. In The Roles of Innovation in Competition Law Analysis. Edward Elgar
Publishing.
Wegner, C.D., Mount, B.A. and Colvis, C.M., 2022. A public‐private collaboration model for
clinical innovation. Clinical and Translational Science.
Gassmann, and et.al 2018. The open innovation challenge: how to partner for innovation.
In Leading Pharmaceutical Innovation (pp. 111-133). Springer, Cham.
Geiger, S. and Kjellberg, H., 2021. Market mash ups: The process of combinatorial market
innovation. Journal of Business Research, 124, pp.445-457.
Federico, G., Morton, F.S. and Shapiro, C., 2020. Antitrust and innovation: Welcoming and
protecting disruption. Innovation Policy and the Economy, 20(1), pp.125-190.
Hot, and et.al 2019. AstraZeneca versus Pfizer. European Journal of International
Management, 13(5), pp.637-661.
Fu, W. and Chen, Y., 2022, March. The Impact of Pfizer-BioNTech COVID-19 Vaccine
Development on the Companies Involved. In 2022 7th International Conference on
Financial Innovation and Economic Development (ICFIED 2022) (pp. 1271-1276).
Atlantis Press.
Makower, J. and Denend, L., 2018. Inspiration, Perspiration, and Perseverance: An Innovator's
Perspective. In Medical Innovation (pp. 251-260). Academic Press.
Gopalakrishnan, S. and Kovoor-Misra, S., 2021. Understanding the impact of the Covid-19
pandemic through the lens of innovation. BRQ Business Research Quarterly, 24(3),
pp.224-232.
Kratochvil, R. and Nell, P.C., 2019. Pfizer and the Challenges of the Global Pharmaceutical
Industry 2019-A.
Kane, and et.al 2021. The Digital Superpowers You Need to Thrive. MIT Sloan Management
Review, 63(1), pp.1-6.
Gillespie, J.J., Privitera, G.J. and Gaspero, J., 2019. Biopharmaceutical entrepreneurship, open
innovation, and the knowledge economy. Journal of Innovation Management, 7(2),
pp.59-77.