Publications
Publications
- December 2007 (Revised July 2009)
- HBS Case Collection
Given Imaging Ltd. - First We Take Manhattan, Then We Take Berlin?
Abstract
GI has developed a revolutionary video pill for imaging the small bowel in the gastro-intestinal tract. The development has required the integration of wide variety of technologies. GI founder and CEO Gabriel Meron must determine GI's marketing strategy and prioritize GI's initial target markets: either the United States, Europe, or Japan, or any combination. He is also faced with the immediate decision if to make offers to U.S. and European regional managers. Cash resources are scarce, and GI hopes to raise additional capital soon.
Keywords
Medical Specialties; Globalized Markets and Industries; Decisions; Technological Innovation; Marketing Strategy; Market Entry and Exit; Entrepreneurship; Health Care and Treatment; Corporate Finance; Medical Devices and Supplies Industry; Japan; United States; Europe
Citation
Isenberg, Daniel J. "Given Imaging Ltd. - First We Take Manhattan, Then We Take Berlin?" Harvard Business School Case 808-033, December 2007. (Revised July 2009.)