Abstract
Shenzhen Mindray Bio-Medical Co. Ltd was determined to grow into a world-class medical equipment supplier. By 2008, Mindray had introduced to the domestic and international markets more than 50 new products. It had also built the largest research and development team in the Chinese medical equipment industry. However, Chairman Xu Hang needed to consider whether the company’s basic innovation strategy was flexible enough to compete with the multinational giants. What were the new approaches to growth through innovation? How could Mindray remain competitive? This case will introduce students to Mindray’s products markets, purchasing process, and elements of its innovation strategy, as well as allow students to analyze Mindray’s basic course of innovation.
| Original language | English |
|---|---|
| Number of pages | 21 |
| Publication status | Published - 1 Jan 2007 |
Case number
MKT-14-059Case normative number
MKT-14-059-CECase type
FieldUpdate date
2017-02-11Published by
China Europe International Business SchoolKeywords
- China Market
- Entry Strategy
- Innovation
- New Product Development
- Research and Development Strategy
Case studies discipline
- Marketing
- General Management
- Strategy
Case studies industry
- Professional, Scientific, and Technical Services
- Health Care Services