Publications
Publications
- July 1994 (Revised March 1996)
- HBS Case Collection
Baxter International: OnCall as Soon as Possible?
Abstract
Baxter Healthcare is heir to the fabled ASAP ordering system, one of the best-known examples of the use of technology to provide strategic marketing advantage. By 1994, the proprietary ASAP system is well established. Baxter is beginning to launch On-Call EDI, which is an open platform, multiple vendor (including Kodak, Bergen Brunswick & Boise Cascade) system to help hospitals order. The case focuses on whether Baxter is meeting the new needs of the customer in a way which will help them compete, or whether they are giving away the keys to the kingdom by opening up their strategic advantage to others, including their competition.
Keywords
Information Technology; Competitive Advantage; Business Strategy; Information Technology Industry; Health Industry
Citation
Sviokla, John J., and Chris L Marshall. "Baxter International: OnCall as Soon as Possible?" Harvard Business School Case 195-103, July 1994. (Revised March 1996.)