GENICON: A Surgical Strike into Emerging Markets
(9 pages of text)
2015; 2014; 2013; 2012
A critical question facing a company's ability to grow its business internationally is where it should go next. One company facing that decision was GENICON, a U.S.-based firm that manufactured and distributed medical instruments for laparoscopic surgeries. Although the minimally invasive surgical market in the United States had long been the largest in the world, international markets were anticipated to grow at a much faster rate than the U.S. market for the foreseeable future. GENICON was already in over 40 international markets and was looking in particular at the rapidly emerging markets - Brazil, Russia, India and China - as potential new opportunities for growth. This case is appropriate for use in an international business course to introduce market selection strategy. It can also be used in sessions on international marketing, entrepreneurship and business strategy.
This case is appropriate for use in an international business course to introduce market selection strategy. It provides a practical example for students to take quantitative and less empirical data to rank a short list of potential new markets. It can also be used in courses on international marketing, entrepreneurship and business strategy. The case can help achieve these objectives as it does the following: allows students to understand how instinct, management preference and other non-numeric factors can influence the decision-making process of entrepreneurs with a track record of successfully picking new markets; encourages students to discuss the primary problems confronting companies - even those with considerable international experience - in balancing quantitative and non-quantitative data; provides an illustrative example of a company experienced in developed markets venturing out into some of the fastest-growing developing markets; fosters discussion regarding the unique challenges facing a small, entrepreneurial company in terms of international market selection.
Brazil;Russia;India;China, Small, 2010
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