Genicon is a business with ten years of experience domestic and some genuine international success, Genicon succeeded in USA, however it rapidly realized that it would be hard for them to have sustainable growth, since the healthcare purchases medical devices through GPOs. And as a little business it was so tough to get an agreement from GPOs since their financial structure encourages them to buy equipment from giants companies.So Genicon chose to go international and capture increasing demand there. It became smallest business to sell product to European markets with the assistance of BSI.
Genicon was currently in over 30 international markets and was searching in particular at the rapidly emerging markets – Brazil, Russia, India and China – as potential new opportunities for growth.So the question facing Genicon where it should go next?
Case essential players/Contributors
- Gary Haberland, president and creator of GENICON.
- small advancement group of Genicon.
- MEDICA in Germany big tradeshows for medical devices.
- employee of British Standards Institution( BSI).
- Genicon shareholder.
Issue Identification
Domestic company
- Lack of a beneficial channel in the US.
- High bargaining power of buyers through group purchases (GPO).
- High regulative costs.
International organisation
- Sales of medical devices associated with the number of tenders which have different regulatory than US and its just for short term.
- Due to GENCION’s limited resources it was hard to decide which country to invest in, depend on: Regulation/ Compliance and Bargaining power of buyers.
Suggestions
Uncertainty Avoidance
- Haberland and his company appear to be strong Uncertainty Avoidance very structure and having conservative investments.
Hesitance toward new products in medical devices.
- Should go with weak UAI and make some risky investments.and to be more flexible and adaptable to any chaos.
Short and Long term orientation
- Almost all the contract that Haberland had with the international country are being traditional and current short term.
- Try to find international country Long term orientation and sacrifice present for futere.
Recommendation
- Should go with Brazil due to international accepted!
- Fast process, zero tariff.
- Easy Regulation/ Compliance.
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