For teaching purposes, this is the commentary-only version of the HBR case study. The case-only version is reprint R1309X. The complete case study and commentary is reprint R1309L. 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.

【書誌情報】

ページ数：3ページ

サイズ：A4

商品番号：HBSP-R1309Z

発行日：2013/9/1

登録日：2013/9/12