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Case
| HBS Case Collection
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1994
(Revised from original 1993 version)
Hewlett-Packard Imaging Systems Division: Sonos 100 C/F Introduction
by
Frank V. Cespedes and Marie Bell
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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;