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Storming into the U.S. Market (Spanish version)
Bartlett, Christopher A.; Gordon, Rachel; Lafkas, JohnCase HBS-918S10StrategyThe RoboTech case describes the challenges facing the CEO of a small, Singapore-based industrial robotics company that decides to diversify away from its core industrial robot business by leveraging its expertise into the medical-devices industry. It launches an innovative product (a specialized surgical robot) in an unfamiliar market segment (spinal surgery) and decides to enter the unfamiliar, distant U.S. healthcare market, which is characteri...Starting at €8.20
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David Dickens. The Last Ditch Decision
Miller, PaddyCase DPO-25-ELeadership and People ManagementDavid Dickens has been out of B-School for ten years and, to all intents and purposes, his career has prospered. However, like many multi-lingual, upwardly mobile MBA graduates, he finds himself on a treadmill of international assignments. He considers whether he should join friends in a local dairy business back in rural England. However, things are made more complicated by his also having to solve a global marketing problem.Starting at €8.20