{ "item_title" : "Personalized Medicine", "item_author" : [" Thomas Rudback", "Magnus Hertler "], "item_description" : "The life science industry has experienced a large increase in size and convergence of traditional industries. This has resulted in a reduction of the space to operate for start-up biotech companies, and in innovative ways to solve the challenges. The purpose of this book is to investigate four aspects in relation to personalized medicine based on stem cells - the current IP landscape, the path to market, the possibility to generate protection around the personalized part of the medicine and the commercialization of the product. This has been analyzed by conducting a case study of a start-up biotech company in combination with literature studies and discussions with professionals within the field. The outcome of the analysis shows that the current landscape creates great hurdles for biotech companies but that there still are good opportunities to reach market within the field for personalized medicine. Conclusions that can be drawn are that personalized medicine offers viable alternatives and that the role of intellectual property should not be underestimated.", "item_img_path" : "https://covers3.booksamillion.com/covers/bam/3/63/930/231/3639302311_b.jpg", "price_data" : { "retail_price" : "52.92", "online_price" : "52.92", "our_price" : "52.92", "club_price" : "52.92", "savings_pct" : "0", "savings_amt" : "0.00", "club_savings_pct" : "0", "club_savings_amt" : "0.00", "discount_pct" : "10", "store_price" : "" } }

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