The concept of institutional logics has been introduced as the totality of beliefs and assumptions guiding actors in a specific institutional field. While an institutional logic provides actors with guidance for action and an integrated worldview, it is possible for two or more institutional logics to coexist, even over longer periods of time. This study demonstrates how actors in the biopharmaceutical industry are conceiving of a shift from the incumbent small molecules/one target model for new drug development, predominant in the pharmaceutical industry during the post-World War period, to a more complex model where both genomic and post-genomic research methods and new forms of in silico biocomputation methods are constituting a new drug development regime where biological entities such as stem cells, biologics (larger molecules such as vaccines) and antibodies play a role in the new therapies.The study concludes (1) that institutional logics are never devoid of struggle and controversy and must be understood as outcomes of complex social processes, and (2) that linear periodizations of the life sciences into, for example, 'traditional', 'genomic' and 'post-genomic' eras impose an overly simplistic image of how new drug development is organized and technologically embedded in the contemporary period.