On 17 January 2005 was the head function in the healthcare business in 3M Taiwan to. In a meeting with the acne dressing project team In 2004, the head function led a project team the needs of local markets for 3M hydrocolloid dressing, a technology to use in the company for many years without any practical applications. Stimulated the local project team, the material for acne treatment. The product would be known as acne dressing. There was no standardized solut … Read more »

On 17 January 2005 was the head function in the healthcare business in 3M Taiwan to. In a meeting with the acne dressing project team In 2004, the head function led a project team the needs of local markets for 3M hydrocolloid dressing, a technology to use in the company for many years without any practical applications. Stimulated the local project team, the material for acne treatment. The product would be known as acne dressing. There was no single solution for acne treatment in Taiwan. If developed, acne dressing would be a brand new product on the local market. The biggest challenge would be how local behavior of consumers on new acne treatment can change products. In addition, there was no similar products on the market, the project team had only limited information. The potential revenue and volume estimation were all uncertain. If the local development were to be launched, would Acne Dressing 3M’s first product application of hydrocolloid dressing technology. With little experience in product development and any similar products on the market, the function head had to decide quickly whether to continue with this new product development. The team should continue with the project? If so, what options are open to local project teams? What kind of resources and support should the local health care business looking from the center for product development? If the local product development with other subsidiaries work together?
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from
Christopher Williams,
Liaw Emily
Source: Ivey Publishing
14 pages.
Release Date: 3 November 2011. Prod #: W11460-PDF-ENG
3M Taiwan: Product Innovation in the subsidiary HBR case solution

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