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MRT Micro: The CardioScope

Abstract

Jan Bakke, founder and chairman of Norway based MRT was planning U.S. market entry strategy for CardioScope - its electrocardiograph system. How could MRT get a foothold in the U.S. market against competitors who had been around for 50 years? How could he ensure that MRT would be able to defend itself once it entered the market? What segments should it target and how should it position itself?

Type

Case

Author(s)

Mohanbir Sawhney, Benjamin Hill, John Miller, Peter Nylund, West Robbins, Richard Wharton, Severine Borut-Zaslavoglou

Date Published

Citations

Sawhney, Mohanbir, Benjamin Hill, John Miller, Peter Nylund, West Robbins, Richard Wharton, and Severine Borut-Zaslavoglou. MRT Micro: The CardioScope. Case 5-104-036 (KEL099).

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