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