UCB: Data is the New Drug
(8 pages of text)
At the end of 2012, the chief information officer (CIO) at UCB, a global pharmaceutical company based in Brussels, started to implement analytics as a service. Between 2012 and 2016, he put this vision into practice, introducing agile sprints and proving the competence of analytics within the organization, and at the beginning of 2016, he felt the company was ready to upgrade its analytics capability. As he prepared to meet with UCB’s chief executive officer in March 2016, the CIO considered how to advise the board as the organization worked to make an impact with analytics and big data against the backdrop of digital turbulence in its strategic environment. How could UCB balance empowerment and bottom-up experimentation with enterprise focus and control? What was the best location for analytics roles and responsibilities within the organization?
This case has been designed to be used in graduate or post-graduate level courses on business strategy, digital transformation, information systems management, data and analytics, and innovation management. After discussing the case, students should be able to do the following:
- Describe the disruption caused by digital technologies in the pharmaceutical industry.
- Illustrate how the availability and use of data and analytics can alter the notion of customer value in a specific industry.
- Discuss the business practices and organizational culture an organization requires in order to effectively compete based on analytics in a digital world.
- Explain the role of a chief information officer in enabling an organization’s competitive advantage with respect to data and analytics.
- Discuss the responsibilities of an executive team in helping an organization become an analytical competitor.
Health Care Services
Belgium, Large, 2016
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