Business to Business
Case History: Medical Imaging
A global provider of medical
products and services, such as diagnostic
imaging, must respond competitively to
significant difference in the purchasing
power of health care organizations from
the Americas to Asia and Africa.
In the case of a leading supplier of traditional imaging products, the most powerful global strategy for the long-term health of the business was an investment in advanced technology for the mature markets of Western Europe and the America, with selective investments in high quality, low cost manufacturing for developing and emerging markets.
In this case, the use of the firm’s service produced an integrated strategy which resulted in sustainable market share growth around the world, and an overall increase in profitability.
