Brian David Smith is an academic researcher and author in the area of strategic management, with a particular interest in the evolution of business models and competitive strategies in the life science sector, especially pharmaceuticals and medical technology. In addition to his research and writing, he also advises a range of companies in this industry.
Early life and education
Brian David Smith was born in Hebburn in 1961. Smith's first degree was in Chemistry from Newcastle University. He then spent 5 years working as a research chemist and a further 15 years in marketing management with large pharmaceutical and medical technology companies. He became a qualified marketer in 1989 and served as the first non-academic examiner for the Chartered Institute of Marketing. For almost 30 years, he was heavily involved in the CIM, especially as chair of its Levitt Group for senior and qualified marketers. In 2003, he gained his PhD from Cranfield School of Management. His thesis, supervised by Malcolm McDonald, was entitled The Effectiveness of Strategy Making Processes in Medical Markets.
Academic career
He is an adjunct Professor at Bocconi University in Milan, Italy, where he teaches Strategy and Organisational Behaviour on the MIHMEP programme and does research in the CERGAS research centre. He is also a Visiting Professor at the University of Hertfordshire, where he supervises a group of PhD students focused on the evolution of the life sciences industry. In September 2018, he became a module leader on the Middlesex University Pharmaceutical Industry MBA As an author, he has written more than 300 papers, articles and books. These include seven major books., including Darwin's Medicine and The Future of Pharma Smith was also the editor of the Journal of Medical Marketing, a peer-reviewed journal. As an advisor, he works mostly in the pharmaceutical, medical technology and related sectors, in which he has spent his management career. He has worked with most of the major companies and many smaller ones in this industry.
Research
Smith's current research focus is on the application of Darwinian Evolution to understand the evolution of business models in the life sciences industry. His work builds on his prior research streams concerning the effectiveness of strategy making in life science companies, how firms create market insight and the connection between strategy and commercial outcomes. His peer-reviewed research publications include:
Smith BD. Lessons for CEOs from the consolidation of the medical device and diagnostic industries. International Journal of Medical Marketing 2000;1:148-60.
Rowland K, Smith BD. Achieving a Market Led Culture: A Case Study. International Journal of Medical Marketing 2001;1:215-23.
Smith BD. The Effectiveness of Marketing Strategy Making Processes: A Critical Literature Review and a Research Agenda. Journal of Targeting, Measurement and Analysis for Marketing 2003;2:273
Smith BD. An Empirical Investigation of Marketing Strategy Quality in Medical Markets. International Journal of Medical Marketing 2003;3:153-62.
Smith BD. Success and Failure in Marketing Strategy Making: Results of an Empirical Study Across Medical Markets. International Journal of Medical Marketing 2003;3:287-315.
Smith BD. Making marketing happen: How great medical companies make strategic marketing planning work for them. International Journal of Medical Marketing 2003 Dec;4:129-42.
Smith BD, Wilson HN, Clark M. Creating and Using Customer Insight: 12 Rules of Best Practice. Journal of Medical Marketing 2006;6:135-9.
Wilson H, Clark M, Smith B. Justifying CRM projects in a business-to-business context: The potential of the Benefits Dependency Network. Industrial Marketing Management 2007 Aug;36:770-83
Smith BD. Myth, reality and requirements in pharmaceutical Key Account Management. Journal of Medical Marketing 2009;9:89-95.
Smith BD. An Exploratory Study of Key Opinion Leadership Management Trends amongst European Pharmaceutical Companies. Journal of Medical Marketing 2009;9.
Smith BD. Maybe I Will, Maybe I Won't: What the Connected Perspectives of Motivation Theory and Organisational Commitment May Contribute to our Understanding of Strategy Implementation. Journal of Strategic Marketing 2009;17:469-81.
Smith BD, Turf Wars: What the Intraorganisational Conflict Literature May Contribute to our Understanding of Marketing Strategy Implementation. Journal of Strategic Marketing 2011; 19: 25-42
Smith, BD, Excellence in Market Access Strategy: A Research Based Definition and Diagnostic Tool. Journal of Medical Marketing 2012, 12 259-266
Smith, BD. Testing an Elusive Phenomenon: Developing and Testing a Multiple Perspective Model of Marketing Strategy Implementation. Journal of Strategic Marketing. 21 August 2013
Smith, BD. Between Saying and Doing Lies the Ocean: An Empirical Exploration of the Gap between Strategic Marketing Plans and their Implementation in the Life Sciences Industry.
