Essay on Holding Fast

1434 Words Apr 19th, 2012 6 Pages
Oleg Lisovskiy
3/03/12
HBR Business Case Assignment

1. This case starts out in a lab that is located in a building that is operated by Crescordia. Crescordia is a company that makes a range of products such as artificial hips and scalps but also is one of the few companies that sell fixation devices. At the beginning of the case Crescordia holds a seminar for orthopedic surgeons so they can better familiarize themselves with the products and procedures that are needed when dealing with using these fixation plates. During this seminar the CEO Peter Walsh enters excitedly to see what is going on. You can tell right from the start that he is a very big people person and is incredibly interested in finding out the needs and what
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A week later they had a meeting where Jane LaMott the vice president of sales was excited at the prospect of putting resorbable’s in their lineup of products while Chief marketer Diane Robinson was completely of the opposite opinion and thought it would be a huge misstep to bring resorbable’s as part of their product line. Nothing was settled at this meeting. The next day Walsh had a meeting with CFO Calvin Westbrook and asked him to weigh in on resorbable’s. Calvin Westbrook also expressed feelings of not having much faith in resorbable’s and making it seem like there was no need to rush into resorbable’s. 2. There are many drivers of tensions related to Crescordia offering resorbable’s to the market. First off Crescordia is a company that is known for the quality of products they put out and they have a reputation built on the fact that they only offer quality products. If they put resorbable’s on the market they would releasing a product that has a failure rate and would stain their reputation. Also if they were to turn to resorbable’s it would be a huge financial undertaking because they would have to offer a wide range of resorbable’s if they wanted to compete which would wouldn’t reach profitability if they didn’t scale production. One idea was that they should offer a smaller range of these products to just the

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