Publications
Publications
- February 2021 (Revised June 2021)
- HBS Case Collection
Brainlab: Imaging a MedTech Future
By: Regina E. Herzlinger, Gregory P. Licholai and Federica Gabrieli
Abstract
Can Brainlab, a privately held firm, compete with giants like Medtronic and Amazon in delivering the Digital Operating Room of the future? The CEO is pondering solutions for secure exchange of medical information, pricing a new robotic imaging device, and reorganizing the firm. Thirty years have passed since the self-taught computer programmer Stefan Vilsmeier founded the firm and achieved dominance in many fields. How can he maintain it in the face of this new, powerful, and well-funded competition?
Keywords
Surgery; Robotics; Health Care; Private Healthcare; Pricing; Technology Platform; Acquisition; Business Growth and Maturation; Growth and Development Strategy; Business Strategy; Corporate Strategy; Corporate Entrepreneurship; Health Care and Treatment; Health; Innovation and Invention; Innovation and Management; Innovation Strategy; Technological Innovation; Applications and Software; Information Infrastructure; Information Technology; Health Industry; Europe; Germany; Munich
Citation
Herzlinger, Regina E., Gregory P. Licholai, and Federica Gabrieli. "Brainlab: Imaging a MedTech Future." Harvard Business School Case 321-087, February 2021. (Revised June 2021.)