for example,over-the counter medica

for example,over-the counter medications have traditionally been available in either pill or liquid from, but these might soon be replaced by edible films, just like quickly dissolving thin strips of breath freshener. This new technology has applications in areas where administering oral medication can be challenging, such as to children and pets. Novartis has added edible film to many of its product lines,and its Triaminic line of cold medicines now sells multiple flavors of film in children's strength.The Triaminic franchise has grown from nothing to a 20 percent share of the pediatric cough and cold market. Chapter 6, on organizational change and innovation, provides a more in-depth discussion of how technology affects a company's competitive advantage.