Pharma does not have a good reputation and is behind in manufacturing technology solutions due to traditions, slow progress and regulatory matters among other things. Therefore the competition can be not to see who is better, but a competition to be less bad. For example the competition between Lilly and Novo. Both claim innovation but both are lagging although in different areas. I can see Lilly still being behind Novo. This can be also due to difference in critical mass of brain power, since Indianapolis was never close to Copenhagen area in this respect. Lilly needs multi-prong improvements, and a better mindset. Weak points of Novo are known and could be utilized in a competitive way. There is no danger of any race-to-the-bottom at this time.
With all its management, organizational and personnel deficiencies Lilly could have a chance against Novo by going with oral or other delivery methods against injector delivery. Novo has its bag of problems too.
