SPURRING GROWTH IN DYNAMIC SECTORS:
A Paradigm Shift in Biotech Strategy and Management
Anastasia L. Thatcher
Part 1 of 2: Fallacies of the Promise of Growth
Over the past decade, biotechnology has become a sector characterized by start-ups and rapid growth. But a disturbing trend has emerged as a growing number of biotech firms fail each yeardespite their best efforts to keep pace with the sector. Or perhaps these firms fail because of their commitment to continually investing in expansioneven though the return on investment has yet to be positive. Biotech firms have traditionally funded growth through optimistic venture capital; however, now that VCs are becoming more skeptical and favor shorter time horizons, firms are increasingly turning to the public markets for cash to fund expansion. In 2003, U.S. biotech firms raised more than $4B in IPOs, although only 12 of the 50 largest biotech firms were profitable1.
Growth is often touted as the paramount goal for business enterprises. But, the question arises: has biotech grown too quickly? Similar to other technology firms in the 1990s, biotech was the promise of the future. Many well-funded start-ups grew their operations quickly and without infrastructure. Now, regions that host much of the sector find gross overcapacity in the form of empty labs and facilities. It seems that biotech companies' growth strategies at the very least need to be qualified or, perhaps, abandoned.
Executives need to understand different models for sustainability and start thinking more "outside-the-box" in today's rapidly changing marketplace. If growth is the right choice, how can management ensure that it sponsors controlled growth that truly contributes additional value to the business?
Effectively managing growth will become an increasingly important issue for biotech executives, for several reasons. First, over the past decade, competition in the U.S. biotech space has become fiercer, dictating smarter management to ensure survival. Second, the predicted growth in European and Asian biotech sectors signals even greater competitive hurdles to come. The European Union has pledged to increase R&D spending in high growth sectors, including biotech, from 1.9% to 3% of EU's GDP, as well as reduce regulatory barriers and strengthen private-public partnerships2. But, the highest biotech growth has been seen in Asia3, fueled by labor cost advantages, strong governmental financial commitment, and in many cases, less restrictive regulation. It is not unrealistic to expect these trends in biotech to create an environment favorable to agbiotech growth in these regions. Third, the market for biotech and agbiotech products is growing and offers increasing opportunity. In 2004, the global area for biotech crops grew by 20%, an increase of 13.3 million hectares4. In addition, last year the European Commission approved Monsanto's Round-Up Ready® corn NK 603 and Syngenta's Bt-11 sweet corn as food5. Not only does this approval represent growth for genetically modified food in the European market, but spells expansion of Round-up Ready corn in the U.S. market, where lagging penetration has been at least partially attributed to growers' concerns regarding access to the end markets in the European Union.
This article will not address every issue related to growth strategies. Instead, it will offer a perspective to counter the principle that the goal of business should be to grow. The argument will be framed by first attempting to understand why managers strive for growth. It will then refute the idea that growth should be the ultimate goal of business by demonstrating some of the key failings of growth-focused strategies. Next month's article will examine situations in which growth may be necessary for long-run survival, and lastly, it will draw on empirical evidence and case studies to offer alternative approaches to growth that are more successful at ensuring long-term survival for today's small and medium-sized biotech firms.
Why Do Firms Seek Growth?
The destructive pressure to grow
The vast majority of biotech and agbiotech firms are small and medium-sized start-ups where the pressures to grow can be particularly dangerous. Smaller firms often do not have the infrastructure to manage growth nor the financial strength to withstand a shock to their market; indeed small businesses are more prone to failure. In fact, more bankruptcies are declared when sales are at their highest. What then motivates growth beyond a firm's sustainable limits? There are several reasons why managers of small and mid-sized companies consider spurring growth a top priority.
◦ Managers suffer from a common misconception that a firm must grow to remain competitive, a perception reinforced by the media, academia, and by example.
◦ Specifically, small firms feel competitive pressure to grow if they perceive cost disadvantages because their size is less than the market-efficient scale of production.
◦ Entrepreneurs who originate companies are shown to assess growth opportunities more optimistically, a characteristic sometimes interpreted as a higher tolerance for risk.
◦ Firm managers may feel a need to grow in order to access capital or to increase stock performance.
◦ Or perhaps, managers seek growth for their own egotistical reasons.
Hopefully, as awareness increases, more biotech managers will recognize that sustainability does not necessarily equate with continual growth. The paradigm shift has begun, but a new class of leadership needs to understand the fatal failings of growth-strategies and alternative models that yield long-run competitive advantages.
Key Failings of Growth-Oriented Strategies
Failing #1: Growth promotes non-optimal market size
Although Wall Street may seem to disagree, competitive strategists are beginning to emphasize the importance of "right-sizing" a company's target market rather than seeking market share dominance6. Very large markets provide high volume, but seldom yield high rates of return and introduce many competitive problems. On the other hand, small markets attract fewer competitors and allow early entrants to shape the market to fit their own competencies. Consultant Michael Treacy, author of Double-Digit Growth, suggests that in order to grow, biotech firms should steer clear of "the huge markets that everybody's going after, where all the science has been picked over" and instead focus on specific segments that have escaped attention7. In fact, small firms must actually be very careful not to capture large pieces of competitive marketseven if they succeed initially, small firms usually lack the resources to compete against effectively larger, more capitalized competitors in the long run.
Unfortunately, however, many biotechnology companies did not understand the impact of their decision to grow until too late. Particularly in the 1990s, firms were flooded with cheap capital and decided to grow because they could, but did not fully consider what their unique value proposition would be in the future. When the craze ended, these companies went bust. Now that agbiotech is on the rebound, with last year showing the biggest rise in GM planting since 1998 at a 20% increase in acreage8, the lesson here is to avoid the temptation to grow just because the opportunity exists, because it will not ensure long-run survival and may actually contribute to demise.
Failing #2: Pressure to grow can spur fraudulent activities
Wall Street rewards growing companies and penalizes those that do not. The pressures created for executives in publicly traded companies to meet growth targets can ripple through organizations, sometimes with dire consequences. When firm leaders put extreme pressure on their officers and employees to grow the business, they can create an environment that rewards fraudulent behavior. While satisfying short-term goals, clearly such a strategy does not serve the best interests of the company or its shareholders.
Failing #3: Value destroyed by mergers & acquisitions
A common strategy for growth is through merger and acquisition activity. However, mounting evidence shows that mergers and acquisitions, while providing quick growth to the buyer, rarely create shareholder value, and often destroy it. This notion is gaining acceptance in the business community but still many do not fully appreciate the challenges of creating value through M&As, as can be seen by the recent surge in M&As during 2003 and 2004. There are several key reasons why mergers and acquisitions do not achieve the success managers expect9.
◦ Innaccurate target valuation and the "winner's curse" When evaluating potential acquisitions, optimistic managers can make a target appear attractive by changing underlying assumptions only slightly. Management may succumb to textbook agency problemscausing them to undertake value-destroying mergers or acquisitions to further their personal interests.
In addition to errors in valuation, the winner of a bidding contest for an acquisition frequently, if not always, overpays for the target by virtue of being the highest bidder (known as "winner's curse"). Blind spots in competitor analysis that lead to the winner's curse do not only apply to multiple bidder situations. In fact, overpayment may even be greater when other firms, particularly those in the same industry, are not bidding on a particular acquisition. The inclination to overpay for targets clearly does not bode well for M&A as a vehicle to promote sustainable growth.
◦ Future realizations of value and cash needs today. Mergers can produce real and valuable synergies; however, often these gains will not be realized until well into the future. Nevertheless, the acquiring company has paid for these potential gains today in the form of a premium over and above the target's intrinsic value. Therefore, the expected value of these synergies is already priced into the acquisition costsno new value is created! Often premiums require that the performance gains begin immediately, otherwise value will be destroyed because gains in the distant future will not create enough value to justify today's acquisition price or because the firm may not survive long enough to fully realize the potential synergies. It has proved quite challenging for firms to realize unexpected gains in the short run, if such gains exist at all, which makes profitable M&A activity quite rare.
◦ Management's post-merger actions. In order to make an acquisition work, management will often commit significant resources to the integration process. In cases when an acquisition fails to materialize value, managers are prone to escalate commitment and funnel additional resources in an attempt to salvage the purchase. Instead of divesting the failing acquisition and pursuing more profitable projects, management becomes more involved, creating strategic inertia that prevents the company from responding effectively to competitive changes in other parts of the company. On the other hand, many times good managers will leave a company following a merger, particularly contested mergers. This exodus of human capital can also decrease the likelihood that mergers and acquisitions will meet performance expectations.
Overall, the evidence reveals that mergers and acquisitions are not likely strategies to achieve sustainable growth or value creation.
Failing #4: Growth and increasing complexity
While growth can enhance profitability through economies of scale, growth can also introduce new costs stemming from increasing complexity. It appears that firms often grow in an effort to achieve lower unit costs through increasing scale, which can be easily measured. However, they fail to recognize the less apparent costs incurred by adding additional complexity through more management layers, greater investments in coordination and information systems, and the greater risk that accompanies being able to successfully manage a highly complex organization. Decisions to grow must balance the potential gains made with additional complexity, as illustrated graphically below.