Sunrise Medical, Inc's Wheelchair Products

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Case

Reference no. 9-794-069

Subject category: Strategy and General Management

Product 46129 (9-794-069) has no authors

Published by: Harvard Business Publishing

Originally published in: 1993

Version: 16 October 1995

Length: 19 pages

Data source: Field research

Topics: Industry analysis; Decision making; Business policy; Corporate strategy; Strategy formulation; Competition; Organizational culture; New product marketing

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Abstract

Sunrise's CEO must decide whether to intervene in a decision by a division, Guardian Products, to introduce a new lightweight standard wheelchair. Guardian wants to introduce the wheelchair to complement its line of commodity crutches, walkers, and other patient aids. If introduced, the new wheelchair will compete with an existing product offered by the largest and most profitable Sunrise division, Quickie Designs. The CEO hesitates to take action because he does not want to disrupt a precedent of total divisional autonomy that is integral to Sunrise's culture.

Industries:

Health care services; Medical supplies