Genentech finds itself in a unique situation requiring a change in strategy that addresses numerous threats to their profitability. Due to new healthcare reform, as well as expiring patents, there are multiple considerations for strategy improvements to ensure Genentech operations continue to generate sustainable profits. One of the core competencies and foundational attributes of Genentech was its reputation as a leader in research and development. The new strategy will have to find new ways to generate profits without sacrificing their established reputation and commitment to research, which has historically attracted top talent from around the world (Rothaermel, 2014). According to Rothaermel (2014), Genentech has over 25 products that
