Examining the Adoption of Drug-Eluting Stents
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Publication Date:
September 25, 2008
Source:
Harvard Business School
Marketers are often tasked with exploring the factors that impact the long-run adoption of a new product or technology. The new product under consideration here is the drug-eluting stent: a device which props open a clogged artery to the heart and then releases medication that reduces the risk of artery re-blockage. In light of recent medical and competitive trends in the market, the case prompts students to examine the future adoption of drug-eluting stents as well as to consider the potential marketing actions to be taken by Medtronic for ENDEAVOR – a newly approved stent that will hit the market in 2008.
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Examining the Adoption of Drug-Eluting Stents
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