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Dresding Medical Case

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Dresding Medical Since founding her company over ten years ago, Dr. Laura Dresding had never been either so anxious or so enthusiastic about the future of Dresding Medical (DM). The company had enjoyed considerable success, both financial and in terms of market share by designing, manufacturing and supplying a range of medical equipment to hospitals and clinics throughout the USA. Starting with cardiovascular devices, their range expanded to include neurological stimulators and monitoring diagnostic devices. ‘Success has come largely from our research and development culture. Although around 50 per cent of our total manufacturing is done in-house, our core competence is an ability to understand the needs of clinicians and translate …show more content…

Also, for the first time, we need some kind of logistics capability. I’m not sure whether we should deliver products ourselves or subcontract this. Manufacturing faces a similar dilemma. On one hand it is important to maintain control over production to ensure high quality and reliability; on the other hand, investing in the process technology to make the products will be very expensive. There are subcontractors who could manufacture the products for us, they have experience in this kind of manufacturing but not in maintaining the levels of quality we will require. We will also have to develop a ‘demand fulfillment’ capability which will be able to deliver products at short notice. It is unlikely that customers would be willing to wait the three months our current customers tolerate. Nor are we sure of how demand might grow. I’m confident that growth will be fast but we will have to have sufficient capacity in place not to disappoint our new customers. We must develop a clear understanding of the new capabilities which we will have to develop if we are to take advantage of this wonderful market opportunity. Who knows, it could become the first step in transforming the whole company. I see no reason why, eventually, we should not move into running health management clinics ourselves. We are already developing technologies that could monitor patients at a distance. We can even re-programme implanted devices, without

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