Entrepreneurship Goes Global: ResMed's Gamble

Christopher A. Bartlett; Andrew N. McLean; Meg  Glinska

Case | HBS Case Collection | April 2004 (Revised June 2004)

Entrepreneurship Goes Global: ResMed's Gamble

by Christopher A. Bartlett, Andrew N. McLean and Meg Glinska

Abstract

On the basis of its innovative medical device for treating sleep apnea, CEO Peter Farrell has made Australian-born ResMed a successful global company. But the company is struggling to implement a strategy to expand the device from its focused core market to a much broader market for sufferers of stroke and congestive heart failure-an approach that involves an entirely different business model to sell modified products through new channels. This challenge is exacerbated by an organization in which the key R&D and manufacturing resources are located in Australia while the major markets are in the United States and Europe. At the conclusion of the case, Farrell must decide what action to take on several fronts. Strategically, he must decide whether to continue pursuing this five-year-old market expansion initiative; organizationally, he must decide whether the locus of initiative should be moved from Australia to Germany, the most promising market for the stroke and CHF application; and managerially, he must decide how to deal with the management team that has struggled with this new initiative for so long.

Keywords: Business Model; Globalization; Innovation and Management; Management; Marketing Channels; Production; Expansion; Medical Devices and Supplies Industry;

Format: Print

24 pages

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Citation:

Bartlett, Christopher A., Andrew N. McLean, and Meg Glinska. "Entrepreneurship Goes Global: ResMed's Gamble." Harvard Business School Case 304-051, April 2004. (Revised June 2004.)

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Entrepreneurship Goes Global: ResMed's Gamble

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