迈瑞生物医疗(A):超声影像业务市场进入战略决策

Translated title of the contribution: Mindray Bio-Medical (A): Strategic Market Entry Decisions in the Ultrasound Imaging System Business

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

Research output: Other contributionCase Studies

Abstract

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.
Translated title of the contributionMindray Bio-Medical (A): Strategic Market Entry Decisions in the Ultrasound Imaging System Business
Original languageChinese (Simplified)
Number of pages12
Publication statusPublished - 1 Jan 2002

Case number

MKT-14-028

Case normative number

MKT-14-028-CC

Case type

现场案例

Update date

2017-02-11

Published by

中欧国际工商学院

Keywords

  • 中国市场
  • 医疗设备
  • 市场准入
  • 成本创新
  • 新产品开发
  • 研发战略

Case studies discipline

  • Marketing
  • Strategy

Case studies industry

  • Professional, Scientific, and Technical Services
  • Health Care Services

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