Question: The written synopsis should be brief, about 2-3 pages. It should highlight the main points, critically review consumer behavior issues and examine how the ideas can be applied to your business or any business in which you have an interested. Please keep in mind that I am not looking for a rewrite of the article itself. What I hope to see here is a consolidated discussion of the methods, concepts, and/or perspectives the articles all touch on and support. I do not need a book report, I would a demonstration of understanding of the various perspectives and ideas the articles showcase. To help with this perspective, students should end each articles with 2-3 new research ideas that were developed from the various readings.
Article: Eli Lilly: Recreating Drug Discovery for the 21st Century - Rebecca Henderson and Cate Reavis (By John Lechleiter)