Marketers are often tasked with exploring the factors that impact the long-run adoption of a new product or technology. The new product under consideration here is the drug-eluting stent: a device which props open a clogged artery to the heart and then releases medication that reduces the risk of artery re-blockage. In light of recent medical and competitive trends in the market, the case prompts students to examine the future adoption of drug-eluting stents as well as to consider the potential marketing actions to be taken by Medtronic for ENDEAVOR - a newly approved stent that will hit the market in 2008.

【書誌情報】

ページ数：18ページ

サイズ：A4

商品番号：HBSP-509028

発行日：2008/9/25

登録日：2011/7/29