Product details

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Published by: Harvard Business Publishing
Originally published in: 1994
Version: 29 March 1996

Abstract

Baxter Healthcare is heir to the fabled ASAP ordering system, one of the best-known examples of the use of technology to provide strategic marketing advantage. By 1994, the proprietary ASAP system is well established. Baxter is beginning to launch On-Call EDI, which is an open platform, multiple vendor (including Kodak, Bergen Brunswick & Boise Cascade) system to help hospitals order. The case focuses on whether Baxter is meeting the new needs of the customer in a way which will help them compete, or whether they are giving away the keys to the kingdom by opening up their strategic advantage to others, including their competition.
Location:
Industry:
Size:
Fortune 500, USD8.8 billion revenues
Other setting(s):
1994

About

Abstract

Baxter Healthcare is heir to the fabled ASAP ordering system, one of the best-known examples of the use of technology to provide strategic marketing advantage. By 1994, the proprietary ASAP system is well established. Baxter is beginning to launch On-Call EDI, which is an open platform, multiple vendor (including Kodak, Bergen Brunswick & Boise Cascade) system to help hospitals order. The case focuses on whether Baxter is meeting the new needs of the customer in a way which will help them compete, or whether they are giving away the keys to the kingdom by opening up their strategic advantage to others, including their competition.

Settings

Location:
Industry:
Size:
Fortune 500, USD8.8 billion revenues
Other setting(s):
1994

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