Revista Farmespaña Industrial Julio-Agosto 2023

Innovación responsable para un mundo cambiante Nohaymercadoquenoestéenestadodepermanente revolución. Enelmercado farmacéutico, las diferencias competitivas basadas en la investigaciónde nuevasmoléculas no son suficiente y cada una de las organizaciones debe buscar generar un foso de innovación relevante ante competidores. Ante esta situación global de todos los mercados, el mundo farma no puede ser indiferente y debe considerar a la consultoría de innovación como una palanca para hacer crecer, o al menos, mantener el negocio actual. SANTIAGO CANTALAPIEDRA ALCOCEBA CO-CEO Y SOCIO FuNdAdOR dE COCREANEt $ /*C'%# ($# -'%# $1,0$%'%8#)"($> ,$"()$"&$1$"> &$# ($# -2%# %$*&20$%# (2"($# $%&;"# &0'?'H'"(28# %)$1,0$#,)$"%'"#$"#&$*"2-2B:'%#@#%/%#"/$92%# '9'"*$%# *212# -'# ?'%$# ,0)"*),'-# ,'0'# ($%'> 002--'0#/"#,02*$%2#($#)""29'*)+"<#!"#1/*C'%# 2*'%)2"$%#%$#,/$($#C'*$0#$%&'#0$-'*)+"8#,$02# $%#"$*$%'0)2#('0#/"#,'%2#'&0J%#@#*21,0$"($0# -'# )""29'*)+"# ($# /"'# 4201'#1J%# *21,-$&'<# L"'# ?/$"'# ($4)")*)+"# ($# )""29'*)+"# "2%# -'# ('# -'# 4/"('*)+"# SeR!S8# @'# ./$# "2%# ()*$# &'-# ./$# {E""29'*)+"# $%# &2(2# *'1?)2# c"2# %2-2# &$*"2-+B)*2d# ?'%'(2# $"# *2"2*)1)$"&2# c"2# %2-2# *)$"&:4)*2d# ./$# B$"$0'# 9'-20# c"2# %2-2# $*2"+1)*2d}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consultoria 130 FARMESPAÑA INDUSTRIAL · JUL/AGO 23