Mineed Technology : Go-to-Market Strategy / Olimpia Racela, Nipawan Thirawat, Amonrat Thoumrungroje.

Format:

Book

Author/Creator:

Racela, Olimpia, author.

Thirawat, Nipawan, author.

Thoumrungroje, Amonrat, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Strategic planning--Case studies.

Strategic planning.

Physical Description:

1 online resource.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2025.

Summary:

During mid-June 2023, the management team of Mineed Technology Company Ltd., a promising medical device startup firm in Thailand, was contemplating the way forward given the conflicting demands of the various stakeholders and the uncertain regulatory environment in Thailand. The company employs a new product development process for an innovative product, detachable dissolvable microneedles, which were created and refined within a Chulalongkorn University facility that acts as an incubator for nurturing new product concepts to commercialization. Despite such a great facility and government industry support, translating product ideas from lab to shelf is never an easy task. Several challenges and options are being presented. Hence, students will assume the role of decision maker in evaluating different options for the company to convert research into commercialization. In so doing, students will be asked to systematically evaluate various options, the pros and cons from the perspective of the various stakeholders, and make sound decisions based on the information provided in the case.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

9781071981504

1071981501

OCLC:

1483993214