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Manac Systems International Ltd. (Spanish version)
Kosnik, Thomas J.Case HBS-520S12MarketingManac Systems International is confronting a decision about how best to market one of its computer software product lines to small law firms. In the past, Manac has focused on traditional personal selling approaches to market software products that ran on IBM minicomputers. With the advent of increasingly powerful microcomputers, they now have the opportunity to market a new software product line and must decide how to market it. Should they rely...Starting at €8.20
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Theranos Inc.: Pivoting Consumer Health Care
Kersi Antia; Rajesh Chandy; Ramasastry ChandrasekharCase IVEY-9B15A056-EEntrepreneurship, MarketingTheranos Inc. (Theranos) was a medical diagnostics enterprise based in Palo Alto, California. Having developed an innovative blood-testing system for deployment in clinical trials by pharmaceutical companies, Theranos was keen on extending the use of its system to individual consumers in the United States and Mexico. In leveraging growth opportunities for its innovation in the burgeoning field of personalized medicine, the company’s chief executi...Starting at €8.20