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Published by:
INSEAD (2013)
Version:
01.2014
Revision date:
30-Jan-2014
Length:
6 pages
Data source:
Field research
Notes:
Check out the short video trailer for a quick case synopsis.
Rehability

Abstract

This is part of a case series. Executives in heavily regulated industries often feel their hands are tied by rules and regulations which some claim to even interfere with their ability to innovate. As such, it is not uncommon to find regulated firms competing in the same way for decades without ever challenging the status quo. The case 'Rehability (A)' describes the conditions of the highly regulated medical supplies industry in Germany and shows how traditional players, bounded by the conventional logic about how to compete in such an industry, focused on providing the lowest-cost standardized products and the widest range of ancillary supplements in stores while overlooking the pain points experienced by users of these products, thereby trapping themselves in ever intensifying and price-based competition.

Topics

Blue Ocean Strategy; Rehability; Wheelchairs; Medical supplies industry; Michael Heil; Germany
Other setting(s):
1993-2013

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