Oleg Lisovskiy
3/03/12
HBR Business Case Assignment

1. This case starts out in a lab that is located in a building that is operated by Crescordia. Crescordia is a company that makes a range of products such as artificial hips and scalps but also is one of the few companies that sell fixation devices. At the beginning of the case Crescordia holds a seminar for orthopedic surgeons so they can better familiarize themselves with the products and procedures that are needed when dealing with using these fixation plates. During this seminar the CEO Peter Walsh enters excitedly to see what is going on. You can tell right from the start that he is a very big people person and is incredibly interested in finding out the needs and what …show more content…

Another point that was brought up by the CFO Calvin Westbrook is the fact that if even if they were able to make a product that would work than the whole industry would move towards resorbable’s and even though their profit margins would be higher, the costs of retooling equipment and factories would be such a high capital expenditure that it would not be worth it. 3. After thinking about it for some time I cannot support Crescordia launching resorbable’s on the market. I feel that it would be a huge misstep for them to jump into the market and that there is no harm in waiting it out and seeing how things develop in the industry. I think that the alternative path they should take is they should keep working on improving the non-resorbable plates that they put out and should not put much focus on resorbable’s. I think that there are many more pros to not focusing on resorbable’s than there is if they did focus on them. I find it hard to see why they would take the risk of launching a line of resorbable’s. 4. There are many pro’s in not going forward with resorbable’s. First off Crescordia will keep its high reputation because this will show that they do not want to rush products onto the market, especially products that still have many problems that need to be solved. Another advantage is that they can focus on the products they are good at making at can work towards improving the products that they