Berry Braster

May 1, 2004

1 Min Read
The International Marketplace: Go or No-Go?

Originally Published MX May/June 2004


Using a carefully defined set of decision-making tools can help companies evaluate complex market-entry problems.

Berry Braster

Most U.S. medical device companies are entrepreneurial organizations that focus on a single product or product family. The vast majority of such companies are flexible to customer demands, responsive to marketplace needs, and resourceful in getting products to market with very few employees. With their detailed understanding of the marketplace and the technological state of the art in their field, many device companies are also quite good at capturing a market niche for their products.

Sometimes the leaders of such companies also attempt to seize opportunities to penetrate foreign markets that look appealing. Whether a company should expand into new international markets and take on a new business culture is a question that both entices and plagues many entrepreneurs. To resolve this question, medtech executives require some orderly process for deciding when and where to expand their growing enterprise into new markets.

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