Isn't Business Strange?

I have just started to read a book called "Science Business" by Gary Pisano. The book is basically highlighting the challenges faced in the biotech world when trying to adopt and implement "normal" business practices.

The first strange thing that occured to me was that the guy who gave me the book obviously was not aware of what was in the book before he gave it out!

The second thing that occured to me was that in the first few pages (yep still some way to go but come on this isn't the most stimulating read in the world!) there has been no mention of customer needs!

Could the biotech business be "failing" (OK some notable success but overall the business has not made any money in the past 20 years!) because it is set up purely for science sake and not to meet a need in the market? (How is Denusoumab doing? A very fancy way of doing the same thing as a generic bisphoshonate!)

I do often sit and ponder that may be pharma and biotechs biggest challenge is a very simple one and that is to start with some basic marketing principles!