Brazilian medical-devices maker Bosi e Faora has seen its prices decline as its sales reps scramble to sign up clinics by offering steep discounts. The company aims to turn things around with a "solutions" strategy that, along with medical equipment, offers ideas and training to health care providers that want to improve patients' overall health, not just purchase hardware. When one semirural but influential customer resists the upsell at a high-stakes meeting, blood pressures flare and a 15-year business relationship is on the line. This fictional case study is written by Eric T. Anderson and features expert commentary from David Mok, of DePuy Synthes Spine (a Johnson & Johnson company), and Nandakumar Jairam, MD, of Columbia Asia Hospitals. This HBR Case Study includes both the case and the commentary. For teaching purposes, this Reprint is also available in two other versions: case study-only, reprint R1309X, and commentary-only, R1309Z.

【書誌情報】

ページ数：7ページ

サイズ：A4

商品番号：HBSP-R1309L

発行日：2013/9/1

登録日：2017/6/5