By Richard W. Oliver
Due to the approaching of completion of the human genome venture and comparable endeavors, nearly all people has the same opinion, biotechnology can have as a lot fiscal and social influence at the commence of the hot century because the net had at the finish of the final one. yet Richard Oliver, a Vanderbilt professor and previous advertising and marketing government, makes even that prediction glance confined, as he broadens the enjoying box and assesses the longer term within the Coming Biotech Age. targeting what he calls "bioterials," Oliver provocatively initiatives not anything yet stable occasions from advancements in biology and complicated fabrics - which encompasses applied sciences and companies "whose target is to appreciate, modify, or direct the functionality of a large set of natural cells, together with plant, animal, and human," in addition to these "aimed at 'conquering' inorganic fabrics" likewise to fulfill advertisement wishes. a few might locate the booklet too one-sided, as Oliver regularly glosses over competition to the revolution through easily brushing aside those that problem its inevitability or percentages. Readers ok with this proselytizing place, even if, will instantly choose up on his enthusiasm and develop to think (as Oliver does) that this can be the tale of the twenty first century.
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New materials that repel any ink, paint, or stain. New materials that shape and reshape themselves for a huge variety of industrial, consumer, and health care applications. New energy sources that are efficient, pollution free, and almost free. New paints that capture and store the energy of the Sun in cold weather, and repel its heat in hot weather, reducing energy costs and pollution associated with heating and cooling. A "smart mouse" that points the way to eliminating aging in humans. Figure 2-1.
Continued) Page 39 3— BioEconomics: The New Laws of Bioterials A technology as pervasive as biotech could not help but attract a lot of attention. A number of popular books and articles have already begun to describe biotech science and technologies, their potential impact on the environment and health care, and importantly, the ethical dilemmas that will accompany biotech development. Among others, bothTime Magazine and Business Week have declared the next 100 years the biotech century. No one, though, has looked at the compelling economic impact of not just biotech, but of the material sciences as well.
Page 22 Most of these firms are small, with 30 to 100 employees. They are often focused solely on R&D, and rely on bigger players, such as pharmaceutical firms, to handle marketing and distribution of their products and services. However, a few larger biotech firms, such as Amgen, Genentech, and Genzyme, currently account for significant sales volume in end-user markets. Reinvention of Major Players from Related Industries. A number of major firms, such as DuPont, Monsanto, and Novartis, are rapidly reinventing themselves from commodity chemical companies to biotech, or life sciences, concerns.