Publications
Publications
- November 2003 (Revised September 2008)
- HBS Case Collection
Circle Gastroenterology Products (A)
By: Regina E. Herzlinger and James Weber
Abstract
A new, minimally invasive medical device has achieved only one-third of its budget. Was the problem one of marketing strategy, sales, reimbursement, and/or clinical trials?
Keywords
Health Testing and Trials; Marketing Strategy; Product Marketing; Sales; Medical Devices and Supplies Industry
Citation
Herzlinger, Regina E., and James Weber. "Circle Gastroenterology Products (A)." Harvard Business School Case 304-052, November 2003. (Revised September 2008.)