ABSTRACTThe study on the impact of precision medicine (PM) in its surrounding political and business milieu has burgeoned in recent years. Recent advances in biomedical sciences suggest that PM has the potential to fundamentally alter the existing business logic in the healthcare landscape and the relationship between how medical care is delivered and organised. While barriers and policy challenges to the introduction of pharmacogenomics into healthcare system are widely noted, relatively little is known about whether and to what extent PM alters or even destroys the dominant logics of the pharmaceuticals and diagnostics industry, which constitute the core segment of the PM. In this paper, the shifting nature of dominant logic in the field of PM is studied by means of qualitative analysis. Several dimensions are identified to help develop a better understanding of changing business models and collaborative network structures.
['Chie Hoon Song']
Challenging the dominant logic in the healthcare industry: the case of precision medicine