Pharma Strategy as Model for All
Long term strategy takes a back seat, usually, to profits next quarter. That's the illusion, maybe even the facts. There are contrary examples worth remembering, however.
American pharma companies which wanted to sell more in Japan after WW II gave away tuberculosis medicine. River-blindedness in Africa was solved the same way. They build recognition in a new market with the hope that that recognition would turn into profits down the way. It's happening again.
Traditionally, pharma companies have two methods: fund hugely expensive research and development operations and profit on the few drugs that make it through the process, or, as in public health initiatives, subsidize the distribution of drugs into a population unable to fund the pharmaceutical purchase itself. Both can make sense. There is another way.
Martin tells of a researcher who did it a new way that was just as effective (Martin, 109). The researcher examined drugs - old ones - that were no longer manufactured because they weren't profitable. She found new uses for the old drugs, got them approved, and took them to market in poorer countries. She built the model before she found the drug or the target market. Old drug, new market, new manufacturer. With a little bit of thought, the process may have applications in other applications, as well, maybe even in your industry.
Martin, Roger. The Opposable Mind. How Successful Leaders Win Through Integrative Thinking. Harvard Business School Press. 2007.