When is a product ready for the market? In this case, provide engineers with a prototype medical device CEO for approval. The product, which was developed under great time pressure, is essentially the same as the nearest competitor, but that competitor out of the market due to regulatory problems. The CEO must decide whether to bring the product to market quickly to take advantage of the window of opportunity, or the engineers back to the lab to develop a distinctive … Read more »

When is a product ready for the market? In this case, provide engineers with a prototype medical device CEO for approval. The product, which was developed under great time pressure, is essentially the same as the nearest competitor, but that competitor out of the market due to regulatory problems. The CEO must decide whether to bring the product to market quickly to take advantage of the window of opportunity, or back to the laboratory in order to develop the engineers a unique product that inch more in the long run could differentiate.
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from
Elizabeth Olmsted Teisberg,
James Leonard
Source: Harvard Business School
17 pages.
Publication Date: Dec 16, 1994. Prod #: 795053-PDF-ENG
Zoll Medical Corp. (A) HBR case solution