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MP Video: Strategic Use of Design in Endoscopic Video

By Artemis March, Management Consultant; Fellow, Design Management Institute

A small, independent supplier of endoscopic video cameras is closed out of its OEM markets by industry shifts. MP Video uses outside designers to reposition the company as a video systems supplier to hospitals through designing a complete video system. By designing different aspects of the system to meet key needs of all three buyers/choosers (administrators, surgeons, and nurses), the company aims to pull sales regardless of who has the most buying power. After a slow start due to inadequate sales support, and later buoyed by an exploding laparoscopy market and a new distribution system, the company competes successfully against large medical-systems suppliers for whom video equipment is a secondary line. Building on its systems platform, the company aims to compete through leading edge performance and innovation in video. Also available: Supplement (9-992-036) and Teaching Note (5-992-037).


Keywords: Interdisciplinary Product Development, Marketing, Medical Products, Product Design, Product Development, Systems Design & Develop, Technology and Design, Case Study or Method

Price: $2.35 Academic/$5.00 Corporate
Order number: 9-992-035



MP Video: Strategic Use of Design in Endoscopic Video, Epilogue

By Artemis March, Management Consultant; Fellow, Design Management Institute

Updates the (A) case (9-992-035) to 1993. Also available: Teaching Note (5-992-037).

Price: $1.35 Academic/$2.50 Corporate
Order number: 9-992-036



MP Video: Strategic Use of Design in Endoscopic Video, Teaching Note

By Artemis March, Management Consultant; Fellow, Design Management Institute

Teaching Note for (9-992-035) and (9-992-036).

Price: $2.35 Academic/$5.00 Corporate
Order number: 5-992-037



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This document was last updated December 2, 1996.




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