Mindray Bio-Medical (C): Marketing Strategy in the Ultrasound Imaging System Business

Kwaku Atuahene-Gima (First Author), Leiping Xu (Participant Author)

科研成果: 其它稿件案例

摘要

As extremely important medical imaging equipment, ultrasonic imaging systems were widely used in modern medical institutions. However, domestic enterprises in the ultrasonic imaging business were faced with challenges, like low-end products and the presence of large international competitors. Under this background, Chinese enterprise Mindray Biological Medical Electronics was assessing the future development of the company’s ultrasonic imaging business. In 2007, chairman Xu Hang needed to consider some crucial issues pertaining to the development of ultrasound imaging. Case (A) focuses on the entry strategy decision for the ultrasonic imaging market; case (B) focuses on Mindray’s research strategy path in the ultrasonic imaging market; and case (C) describes the marketing strategy decision-making process and challenges of the ultrasonic imaging business.
源语言英语
页数27
出版状态已出版 - 1 1月 2008

案例编号

MKT-14-030

案例规范编号

MKT-14-030-CE

案例类型

Field

更新日期

2017-02-11

来源

China Europe International Business School

关键词

  • China Market
  • Cost Invovation
  • Market Access
  • Medical Instrument
  • New Product Development
  • Research and Development Strategy

案例学科表

  • 市场营销
  • 战略

案例行业表

  • 专业、科学与技术服务
  • 医疗保健服务

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