Case | HBS Case Collection | November 1997 (Revised July 1999)

Guidant: Cardiac Rhythm Management Business (A)

by Steven C. Wheelwright and Mikelle Eastley


Examines the choices Guidant must make in research and development spending and new product development. More specifically, CEO Jay Graf considers the payoffs and tradeoffs of using product development skills that he learned in CPI's core business when applied to a complementary business. The company's marketing strategies contribute highly to the discussion.

Keywords: Marketing Strategy; Product Marketing; Product Development; Business or Company Management; Management Skills; Research and Development; Business Strategy; Communication; Product Design; Market Design; Organizational Design; Medical Devices and Supplies Industry;


Wheelwright, Steven C., and Mikelle Eastley. "Guidant: Cardiac Rhythm Management Business (A)." Harvard Business School Case 698-021, November 1997. (Revised July 1999.)