MBA501 Case Study: FutureMed's Strategy and Disruptive Innovation

This case study analyzes FutureMed, an Australian radiopharmaceutical company, focusing on its capacity for disruptive innovation. It examines internal factors like HR, resource allocation, organizational structure, and culture, highlighting weaknesses and offering recommendations for improvement, such as enhancing the HR system, securing international funding, and adopting a more flexible business structure. The analysis extends to external factors, including commitment to shareholders and regulatory constraints, suggesting a shift in commitment focus and advocating for disruptive innovation legalization. Marketing perspectives reveal issues in product design, data management, and customer engagement, prompting recommendations for improved data centralization and lead-user integration. Finally, the technological perspective addresses challenges in radiopharmaceutical development and emphasizes the importance of patent development. The study concludes that FutureMed needs a change management strategy to compete globally.

DYNAMIC STRATEGY AND
DISRUPTIVE INNOVATION
NAME OF THE STUDENT:
NAME OF THE UNIVERSITY:

INTRODUCTION
Future Med is one of the largest Australian companies that
develops and markets radiopharmaceuticals.
The radioactive pharmaceuticals are very much unique and
sensitive drugs that consists of radioisotopes and is used for
diagnosis and different types of complex therapy.
These kinds of medicines are mostly used in the field of nuclear
medicines and radioactive traces in medical imaging.

INTRODUCTION
The report has dealt with disruptive innovation.
Disruptive Innovation is described as the innovation which is
involved in the formation of new technology involved in the
transformation of the existing markets or replacement of the
existing technology with that of the new ones.

INTERNAL PERSPECTIVE
The internal perspective of the organization can be termed as
the internal factors that have an impact on the business of the
organization.
The internal business factors of Future Med include the
Human Resources, the organizational culture and structure and
lastly the allocation of the resources.

INTERNAL PERSPECTIVE
The analysis of the internal factors is as follows;
Human Resources-
 Weak HR, non active old staffs
 Absence of Employee Development and Promotional Plan
 Lack of proper understanding from the part of the senior
managers
Resource Allocation-
 Wrong Vision of the company
 Expectation from financial return may lead to suppression of
innovation

INTERNAL PERSPECTIVE
Organizational Structure
Hierarchy Structure
Absence of flexible structure
Too much conservative and traditional culture
Director makes decisions based on reports
Organizational Culture
Conservative and Traditional Culture
Absence of sharp leadership culture
Absence of flexibility leads to long time for different changes

RECOMMENDATIONS
Some of the major improvements in the internal perspective
of Future Med that can change the business operations
and improve the technological perspective of the business
are as follows;
Improvement in the HR system
Finding international fund
Modification of business structure and convert it into
small business units that will be much flexible in nature
Shortening the line of the management

EXTERNAL PERSPECTIVE
The external perspective consists of the external factors
and the external elements of the business organization. A
PEST analysis can help to gain the idea about the
external environment of the organization.
P.T.O

PEST ANALYSIS

EXTERNAL PERSPECTIVE
The analysis of the external perspective is thus based upon two basic
factors. They are as follows;
Commitment and relationships-
 The company has the tendency to look only after the commitment and
relationship to the expectation of the shareholders
• Limited potential of disrupted innovation
 Regulations and Economic conditions-
 Absence of proper and effective financial support
 Australian laws and regulation do not support disruptive innovation

RECOMMENDATIONS
Some of the major improvements in the external perspective of
Future Med that can change the business operations and
improve the technological perspective of the business are as
follows;
Change in the tendency of commitment and relationship
Training and education to Government and the individuals for
disruptive innovation
Steps must be taken for legalization of the drug in Australia

MARKETING PERSPECTIVE
Some of the marketing perspective analysis of the medical organization is as
follows;
 Emphatic Programs- Absence of proper understanding leads to absence of
improper product designing
 Load-User Processes- Absence of data leads to loss of information. This
happens as the management of Future Med has failed to implement the
Lead user program.
 Customer Visit programs- Limited understanding of the research needs and
such a problem also leads to non-participation from the end of the
managers.

RECOMMENDATION
The recommendations for the following perspective are as
follows;
Inclusion of all departments in the central processing server
Creation of a database to identify data easily
Collection of information from lead users to increase the
capabilities of the medicines

TECHNOLOGICAL PERSPECTIVE
The technological analysis will generally consist of;
Challenges- Radiopharmaceuticals is challenging science
as it is still in the developmental process. The absence of
speed is also a problem for the implementation of spot
disruptive innovation.
Patents- Use of patent development is necessary for the
growth of the model.

CONCLUSION
The management of Future Med must shift the current
operations to be a force globally.
A change management needs to be undertaken in the
organization that can be helpful for the business to attain
success.

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