Marketing Strategy for Biosciences Industry in New York City or New York Metropolitan Region

Client: New York City Economic Development Corporation
Faculty: Charles Brecher
Team: Katherine Denny, Anne Lu, Andrea Taylor
Year: 2009

The Capstone team partnered with New York City Economic Development Corporation (NYCEDC) and the New York Biosciences Association to determine if New York City and the surrounding metropolitan region will benefit from uniting and marketing itself as a regional entity. Using existing biosciences clusters around the United States as case studies, the team researched and identified relevant successes and failures within the industry. The team also identified and interviewed key stakeholders who would need to be involved in such a regional strategy. In addition, the team conducted stakeholder analyses and identified barriers to collaboration both within New York City and throughout the region. Based on this comparative analysis and assessment of options, the team recommended a future plan of action for NYCEDC to effectively market the bioscience industry in New York City and the region.