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Case
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Reference no. 9-593-080
Subject category: Marketing
Authors: Frank V Cespedes (Harvard Business School); Marie Bell (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1993
Version: 6 September 1994
Length: 19 pages
Data source: Field research
Topics: Sales; Marketing channels; Marketing organization; Marketing strategy; Target markets; Product management; New product marketing
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Abstract

The marketing manager for the Imaging Systems business unit (ISY) at Hewlett-Packard Medical Products Group is considering channel strategy and channel management issues raised by the upcoming introduction of a new cardiac imaging product. Product marketing's plans call for the use of indirect distribution channels to enter a new segment; important managers in ISY's direct sales force disagree.
Location:
United States, Europe
Size:
USD185 million revenues
Other setting(s):
1992
Teaching note
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Reference no. 5-595-017
Subject category: Marketing
Authors: Frank V Cespedes (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1994
Version: 26 August 1994
Length: 13 pages
Data source: Field research
View full details

About

Abstract

The marketing manager for the Imaging Systems business unit (ISY) at Hewlett-Packard Medical Products Group is considering channel strategy and channel management issues raised by the upcoming introduction of a new cardiac imaging product. Product marketing's plans call for the use of indirect distribution channels to enter a new segment; important managers in ISY's direct sales force disagree.

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Location:
United States, Europe
Size:
USD185 million revenues
Other setting(s):
1992

Related

Teaching note
-
Reference no. 5-595-017
Subject category: Marketing
Authors: Frank V Cespedes (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1994
Version: 26 August 1994
Length: 13 pages
Data source: Field research
View full details