Publications
Publications
- September 2008 (Revised June 2011)
- HBS Case Collection
Examining the Adoption of Drug-Eluting Stents
By: Elie Ofek
Abstract
Marketers are often tasked with exploring the factors that impact the long-run adoption of a new product or technology. The new product under consideration here is the drug-eluting stent: a device which props open a clogged artery to the heart and then releases medication that reduces the risk of artery re-blockage. In light of recent medical and competitive trends in the market, the case prompts students to examine the future adoption of drug-eluting stents as well as to consider the potential marketing actions to be taken by Medtronic for ENDEAVOR-a newly approved stent that will hit the market in 2008.
Keywords
Forecasting and Prediction; Marketing Strategy; Product Positioning; Consumer Behavior; Adoption; Medical Devices and Supplies Industry
Citation
Ofek, Elie. "Examining the Adoption of Drug-Eluting Stents." Harvard Business School Case 509-028, September 2008. (Revised June 2011.)
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