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  • February 1993 (Revised September 1994)
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Hewlett-Packard Imaging Systems Division: Sonos 100 C/F Introduction

By: Frank V. Cespedes and Marie Bell
  • Format:Print
  • | Pages:19
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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

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.)
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About The Author

Frank V. Cespedes

Entrepreneurial Management
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