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  • November 1997 (Revised July 1999)
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Guidant: Cardiac Rhythm Management Business (A)

By: Steven C. Wheelwright and Mikelle Eastley
  • Format:Print
  • | Pages:28
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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.)
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About The Author

Steven C. Wheelwright

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More from the Authors
  • Operations Management Reading: Forecasting By: Steven C. Wheelwright and Ann B. Winslow
  • Operations Management Reading: Forecasting By: Steven C. Wheelwright and Ann B. Winslow
  • Baria Planning Solutions, Inc.: Fixing the Sales Process, Faculty Spreadsheet (Brief Case) By: Steven C. Wheelwright and William Schmidt
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