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  • August 2017
  • Case
  • HBS Case Collection

RoboTech: Storming into the U.S. Market

By: Christopher A. Bartlett, Rachel Gordon and John J. Lafkas
  • Format:Print
  • | Language:English
  • | Pages:10
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Abstract

This case describes the challenges facing the CEO of a small, Singapore-based industrial robotics company that decides to diversify away from its core industrial robot business by leveraging its expertise into the medical-devices industry. It launches an innovative product (a specialized surgical robot) in an unfamiliar market segment (spinal surgery) and decides to enter the unfamiliar, distant U.S. healthcare market, which is characterized by rapid technological change and intense competition with large, established competitors. RoboTech's initial struggles with maintaining product supply and customer support are also complicated by regulatory pressures and shifting reimbursement rates. The case illustrates the strategic and organizational pressures that result from facing numerous unanticipated pressures in a company that lacks the resources, capabilities, and management experience to deal with them. Although the case was developed for courses in international management/international business, it is also well suited to courses in strategy, technology management, and general management.

Keywords

Market Entry and Exit; Diversification; Product Launch; Competitive Strategy; Globalized Firms and Management; Medical Devices and Supplies Industry; Technology Industry; Singapore; United States

Citation

Bartlett, Christopher A., Rachel Gordon, and John J. Lafkas. "RoboTech: Storming into the U.S. Market." Harvard Business School Brief Case 918-501, August 2017.
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About The Author

Christopher A. Bartlett

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Related Work

    • August 2017
    • Faculty Research

    RoboTech: Storming into the U.S. Market (Brief Case)

    By: Christopher A. Bartlett and John J. Lafkas
Related Work
  • RoboTech: Storming into the U.S. Market (Brief Case) By: Christopher A. Bartlett and John J. Lafkas
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