The marketing manager for the Imaging Systems Business Unit (ISY) at Hewlett-Packard Medical Products Group is considering channel strategy and channel management issues by the imminent introduction of a new cardiac imaging raised product. Product marketing plans call enter a new segment for the use of indirect sales channels do not agree to key executives in the direct sales force, the ISY.

The marketing manager for the Imaging Systems Business Unit (ISY) at Hewlett-Packard Medical Products Group is considering channel strategy and channel management issues by the imminent introduction of a new cardiac imaging raised product. Product marketing plans call for the use of indirect sales channels provide a new segment, key executives in the direct sales force ISY agree
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from
Frank V. Cespedes,
Marie Bell
Source: Harvard Business School
20 pages.
Publication Date: Feb 22, 1993. Prod #: 593080-PDF-ENG
Hewlett-Packard Imaging Systems Division: Sonos 100 C / F Introduction HBR case solution