ABSTRACT
In this section, I will continue to explore that part of the life sciences industry landscape where competitive advantage arises from operational excellence. That is, as I began in the preceding section, I am going to explore the evolutionary choices of fi rms whose competitive advantages arise mostly from organisational routines that reside in their supply chain management. Having already explored the habitat where the government is the payer, I am now going to look at where the patient is the payer. By referring back to Figure 14.1 , you will see that I am exploring the habitat adjacent to the operationally excellent/government payer habitat and the Beyond Reach trough.
