Publications
Publications
- November 1993 (Revised October 1995)
- HBS Case Collection
Sunrise Medical, Inc.'s Wheelchair Products
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.
Keywords
Business or Company Management; Competition; Corporate Strategy; Business Divisions; Organizational Culture; Decision Making; Product Marketing; Medical Devices and Supplies Industry
Citation
McGahan, Anita M. "Sunrise Medical, Inc.'s Wheelchair Products." Harvard Business School Case 794-069, November 1993. (Revised October 1995.)