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Case
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Reference no. 9B09M059
Subject category: Entrepreneurship
Published by: Ivey Publishing
Originally published in: 2009
Version: 2009-09-02

Abstract

The case is intended to concentrate on the ways individuals might overcome internal company resistance or roadblocks by partnering with an OEM partner that possesses complementary capabilities. When seeking a strategic partner, most think in terms of technical skills; however, the culture or DNA of a partner is just as important. Graduate students in MBA, executive MBA, on-line and executive education programs in managing new product commercialization, managing technology and innovation, strategic thinking, international business and leadership courses are potential audiences for this case. Juniors and seniors in undergraduate business programs can also benefit from the business case. Georginelli Dental Research has transitioned from an agile entrepreneurial company to one that has become overly cautious as its high-margin film sales have eroded. Even though the phases-and-gates process in place at GDR provides guidance to projects, the spirit that led the company to past success has been removed from the organization. The two main characters of the case want to bring back that ''can do'' spirit as they attempt to rapidly commercialize the Bart scanner and extend the life of film. The issues in the case concern: (1) entrepreneurial companies and their business strategies and processes for managing new product development; (2) the implications these strategies and processes have on addressing the needs of customers, shareholders and employees; and (3) the role people can play in ''pushing through'' corporate processes and culture to improve time-to-market.
Size:
Small
Other setting(s):
1999

About

Abstract

The case is intended to concentrate on the ways individuals might overcome internal company resistance or roadblocks by partnering with an OEM partner that possesses complementary capabilities. When seeking a strategic partner, most think in terms of technical skills; however, the culture or DNA of a partner is just as important. Graduate students in MBA, executive MBA, on-line and executive education programs in managing new product commercialization, managing technology and innovation, strategic thinking, international business and leadership courses are potential audiences for this case. Juniors and seniors in undergraduate business programs can also benefit from the business case. Georginelli Dental Research has transitioned from an agile entrepreneurial company to one that has become overly cautious as its high-margin film sales have eroded. Even though the phases-and-gates process in place at GDR provides guidance to projects, the spirit that led the company to past success has been removed from the organization. The two main characters of the case want to bring back that ''can do'' spirit as they attempt to rapidly commercialize the Bart scanner and extend the life of film. The issues in the case concern: (1) entrepreneurial companies and their business strategies and processes for managing new product development; (2) the implications these strategies and processes have on addressing the needs of customers, shareholders and employees; and (3) the role people can play in ''pushing through'' corporate processes and culture to improve time-to-market.

Settings

Size:
Small
Other setting(s):
1999

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