Case | HBS Case Collection | February 1993 (Revised September 1994)

Hewlett-Packard Imaging Systems Division: Sonos 100 C/F Introduction

by Frank V. Cespedes and Marie Bell

Abstract

The marketing manager for the Imaging Systems business unit (ISY) at Hewlett-Packard Medical Products Group is considering channel strategy and channel management issues raised by the upcoming introduction of a new cardiac imaging product. Product marketing's plans call for the use of indirect distribution channels to enter a new segment; important managers in ISY's direct sales force disagree.

Keywords: Marketing Channels; Product Marketing; Product Launch; Market Entry and Exit; Distribution Channels; Sales; Competitive Strategy;

Citation:

Cespedes, Frank V., and Marie Bell. "Hewlett-Packard Imaging Systems Division: Sonos 100 C/F Introduction." Harvard Business School Case 593-080, February 1993. (Revised September 1994.)