Leading for Innovation: And Organizing for Results

20.1. The Changing Landscape of Our Industry

Novartis has many of the tools in place and holds the expertise to be at the forefront of innovation and drug discovery. But the environment of our industry is rapidly changing. We have to keep a sharp external focus on the competition and on the emerging needs of our customers. This will allow us to identify, develop, and commercialize new ideas, generated both internally and externally.

We are witnessing an impressive shift in demographics, with the balance tilting especially in developed countries toward the older population. The proportion of people over the age of sixty-five is likely to double over the next three decades. This creates an imperative for medicines targeted to diseases for which ...