FutureMed

MBA 501
Dynamic Strategy and Disruptive
Innovation

Weerachai Pecharawech
Student Number 124810
 FutureMed
Introduction
FutureMed is a large company in Australia that develops and markets
radiopharmaceuticals. It has traditional conservative structure and culture. It is
governed by a board of seven directors. They govern and expect senior
management team to be alert and quick for new innovations in nuclear medicine
but there is no systematic approach to identify or creation of potential disruptive
technologies.

Radiopharmaceutical is still illegal and cannot be lawfully supplied in Australia, as it

is not registered on the Australian Register of Therapeutic Goods (ARTG). While
other countries such as Indonesia and New Zealand have fewer regulations for this
product.

It make this company difficult to find investor in Australia because this drug is still a
developing science and not many business financiers understand and feel
comfortable to support.
What is radiopharmaceutical?
Radiopharmaceuticals or radioactive drugs are
pharmaceutical drug which have radioactivity. They are used
mainly in hospitals for diagnostic or therapeutic purpose. It
has selected specific radioisotope for specific properties.

These drugs can be apply by mouth or injection,

radioisotopes releases Gamma waves, then travel
throughout the body to diagnose body dysfunction .
Normally the radiation will excrete from body after 1 day.

They can used to detect and treat some serious diseases and
certain types of cancer.
What is radiopharmaceutical?

https://youtu.be/wfPza-R2sAY
Please watch for a better understanding
How does it work?
How does it work?
 Disruptive Innovation
Description
Disruptive innovation is a new innovation
which create new technology that transforms
existing markets or replace existing technology
with the new ones.
Disruptive Innovation Model

chart
Internal Perspective
Internal Perspective Analysis
Internal Perspective Recommendation
External Perspective
 PEST Analysis
Political Economic
Strict law and regulation in Australia No investor in Australia
Recommendation Recommendation
Shift business to other countries Find international funds.
with fewer regulations.
External Analysis
and
Recommendation
Social Technology
Radiopharmaceutical is deveoping
Not aware of the important of technology
radiopharmaceutical
Recommendation
Recommendation Collaborate with other company to
Educate them create new technology based on
radiopharmaceutical.
External Perspective Analysis
Analysis
External Perspective Recommendation
Marketing Perspective
Marketing Perspective Analysis
Marketing Perspective Recommendation
Technology Perspective
Basic TRIZ framework
Technology Perspective Analysis
Technology Recommendation
• Be a leap frog in Radiopharmaceutical industry.
• Put effort and make it become the company's Star
product.
Challenges • Strategic planning for technology in Innovation.
• Apply TRIZ framework to identify potential
disruptive technologies

• FutureMed can use patent to be unique competitive

advantage.
Patents • Collaborate, incorporate with other companies to
create technology trend.
 Conclusion
It is important for FutureMed to shift its current
operation to compete in global platform. It should
change organization culture and structure which
will lead to increase organization’s capabilities. I
believe this analyses and recommendations will
escalate FutureMed’s performance in Disruptive
Innovation.