Case Number: 5-207-252, Year Published: 2007
HBS Number: KEL276
New Product Strategy, Medical Device Marketing, Growth Strategy
This case is focused on a simple question: should Zimmer develop a gender specific knee? The decision is complicated, because while the idea seems to make sense, there is little clinical evidence that a gender specific knee produces superior patient outcomes, and orthopedic surgeons are likely to be skeptical of the innovation. This case can be used to teach new product strategy and growth strategy. It can also be used to introduce students to the medical device industry. The case is appropriate for a basic marketing course, a marketing strategy course, or a medical marketing course.
Return to Search Results