The application of market intelligence towards US launch of a European medical device
Name
56656967-MIT.pdf
Description
Full printable version
Size
8.13 MB
Format
Adobe PDF
Checksum (MD5)
acb22bdc221f763548ac439d198e03fd
Author(s)
Smedsvig, Jone, 1971-
Advisor(s)
Noubar Afeyan.
Date Issued
2004
Publisher
Massachusetts Institute of Technology
Abstract
For firms entering new markets there are numerous variables impacting the focus and the scope of the new venture. For foreign companies entering the US biotech space this is even more so. Getting early relevant data is critical towards mission critical decisions and tactics. The firm in focus, Axis Shield, is launching a new point of care device to attract practitioners all over the US. They have been meticulous in getting secondhand data from various surveys and research reports. The focus of this thesis is to assist them in their primary data gathering testing assumptions and dimensions carved out to be instrumental for commercial success. Thus, the main thesis focus is concerned with the identification, structuring, collecting and analysis of these primary data. The company will eventually use both the second hand and the primary data to complete their overall market analysis. Hence, the market survey will give the firm valuable data on which to base their US launch in 2004. Finally, the thesis will give personal insights regarding the complexity of planning and carrying out a marketing study for novel products in an inaccessible market.
Description
Thesis (S.M.M.O.T.)--Massachusetts Institute of Technology, Sloan School of Management, Management of Technology Program, 2004.
Includes bibliographical references (leaves 134-136).
Subjects
Management of Technology Program.
MIT Department
Management of Technology Program.
Sloan School of Management
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