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1、FortheexclusiveuseofG.REGENSBURGERSw910M41GENICON:ASURGICALSTRIKEINTOEMERGINGMARKETSAllenH.Kupetz,AdamTindallandGaryHaberlandwrotethiscasesolelytoprovidematerialforclassdiscussion.Theauthorsdonotintendtoillustrateeithereffectiveorineffectivehandlingofamanagerialsituation.Theauthorsmayhave
2、disguisedcertainnamesandotheridentifyinginformationtoprotectconfidentiality.IveyManagementServicesprohibitsanyformofreproduction,storageortransmittalwithoutitswrittenpermission.Reproductionofthismaterialisnotcoveredunderauthorizationbyanyreproductionrightsorganization.Toordercopiesorreque
3、stpermissiontoreproducematerials,contactIveyPublishing,IveyManagementServices,c/oRichardIveySchoolofBusiness,TheUniversityofWesternOntario,London,Ontario,Canada,N6A3K7;phone(519)661-3208;fax(519)661-3882;e-mailcases@ivey.uwo.ca.Copyright©2010,IveyManagementServicesVersion:(A)2010-06-30InJ
4、anuary2010,GaryHaberland,presidentandfounderofGENICON,aU.S.-basedfirmthatmanufacturedanddistributedmedicaldevicesusedinlaparoscopicsurgery,satathisdeskporingthroughratherencouragingfourthquarterfinancialstatements.ImpressedwithGENICON’srecentperformance,hereflectedonhowhehadarrivedatthisp
5、ointandwhatthefuturemightholdfortheyoungcompany.ItwasnotlongagothatGENICONwasnearbankruptcy,ashadbeenthecasewithmanysmallcompaniesinthisindustry.GENICON,unlikemostofthestartupcompaniesthathadsuccumbedtothepressuresofthemedicaldeviceindustry,wasnotonlyabletoremainopenbutactuallythrived:itd
6、idthisbyfocusingonitsinternationaldistributionstrategysincetheearlystagesofitslaunch.ThisstrategynotonlysavedGENICONfromthevastandoftenficklebarriersoftheU.S.market,butcametodefinethecompany.HaberlandknewthatinorderforGENICONtogrowanddiversify,newmarketswouldhavetobeidentified,evaluatedan
7、ddeveloped.Althoughtheminimallyinvasivesurgery(MIS)devicemarketintheUnitedStateshadlongbeenthelargestintheworld,internationalmarketswereexpectedtogrowatamuchfasterratethanthefivepercentgrowthforecastedfortheU.S.marketfortheforeseeablefuture.Accordingtothe2009GENICON
