Biota have a good story to tell - they have good products, but they don't know how to maximise the opportunities.
If you sit back and think that just because you have a good product, the world will take notice, you are dreaming.
You have to be out there selling the message - "sell the sizzle, not the steak".
Compare what Roche have done with Tamiflu by comparison with GSK with Relenza.
