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Also, Based on this case, what kind of case question can i create like these and how to answer them?

please, help me to create two question and answer them.

[biotech] business is by leveraging the resources of three forms of innovation discussed in the text: partners in manufacturing and development." It is radical versus incremental, technical versus mana- interesting to note that Mccracken's approach leaves gerial, and product versus process.) little room for acquisition as a deal-making option; in 2 . Ex-Roche Chairman Franz Humer committed the fact, Genentech has only made one acquisition in its parent company to sustaining Genentech's "inno- entire history. "We haven't had to do them to drive vative culture," and his successor, Severin Schwan, growth," he explains. "We've been able to sustain has stated that he intends to "keep the two respec- growth with our internal pipeline. We've been able to tive research and early development organizations get access to the technologies and products that we as independent units"; merging the two R&D needed through licensing activities." units, he says, "would kill innovation" at Genen- As part of a major reorganization of Genentech's tech. Schwan needs suggestions on how best to development, commercial, and manufacturing activi- follow through on both Humer's commitment ties, Mccracken was given additional responsibilities and his own. It is no surprise that your boss has as head of a new unit called Strategic Pipeline Develop- asked you to furnish her with two or three ideas ment. Among the goals of the reorganization was that she might pass on to the CEO. What will your focusing the efforts of top managers on product inno- suggestions be? vation and the firm's product pipeline-the flow of 3. Despite the commitments made by its CEOS, new-product concepts through the process that trans- Roche Group is an immense company: It employs forms them into products available to end users. more than 80,000 people in 150 countries and Mccracken's new responsibilities included heading up posted revenues of $48 billion in 2012. There will a team to advise the president of the Product Develop- undoubtedly be changes at Genentech. Generally ment unit on the expansion of the company's product speaking, what sort of changes might you expect pipeline. in the following areas-organization structure and Following the reorganization, Mccracken's team design, technology and operations, and people, atti- would negotiate anywhere from 40 to 50 deals annu- tudes, and behaviors? ally, but hooking up with partners soon became a sec- ondary aspect of his job. Following the reorganization, Case References he spent most of his time with what he called "my 'Genentech's Joe Mccracken Is on the Hunt," The Bur- customers"-the people inside Genentech who conduct the research necessary to develop products already in rill Report, May 7, 2007, www.burrillreport.com, the pipeline. The shift in his job description, according accessed on July 21, 2012; Querida Anderson, "OSI to Mccracken, was important "because business devel Pharma Needs to Expand Pipeline," Genetic Engi- opment [at Genentech] is so integrated with our inter- neering & Biotechnology News, June 15, 2007, nal customers in research [and] development." For the www.genengnews.com, accessed on July 21, 2012; record, it wasn't long before Mccracken was back at "Seattle Genetics Reports Final SGN-40 Phase I the job of making partnership deals, first as Roche's Non-Hodgkin Lymphoma Data at International head of Pharma Partnering Asia and, currently, as its Conference on Malignant Lymphoma," Drugs.com, global head of business development. February 3, 2011, www.drugs.com, accessed on July 21, 2012; Genentech Inc., "Genentech Announces Case Questions Voluntary Withdrawal of Raptiva from the U.S. Market," Press Release, April 8, 2009, www.gene 1. You're an up-and-coming assistant to a manager com, accessed on July 21, 2012; Maureen Martino, at Roche Group. Your boss is being transferred to "CEO: Roche, Genentech R&D Won't Merge," the company's recently acquired research facilities Fierce Biotech, September 15, 2010, www.fiercebio at the former Genentech headquarters in San tech.com, accessed on July 21, 2012; and "Business Francisco. She's asked you to compile a brief Development at Roche and Genentech: An Inter- report on Genentech's overall approach to product view with Joe Mccracken and Dan Zabrowski," Bio- innovation. What will you say in your report? Pharma Today, July 28, 2009, www.biopharmatoday (Hint: Structure your report according to the .com, accessed on July 21, 2012