In 1972 EMI Ltd., a company located in the joined Kingdom with a history in music and electronics business, cherished to enter the competitive medical equipment business. The groups central research science laboratory had developed a revolutionary roentgenogram visualise blind named CAT take. The CAT SCAN was characterized by linking conventional x-ray with data processing and cathode ray tube display technology. tout ensemble three of these technologies were in existence. The technology EMI developed allowed for the integration of these components to pose three-dimensional radiographic images of body versus regular x-ray, which provided only savourless imaging. Regular x-ray dominated medical imaging at the time and the US was the major(ip) market. They had challenges as the early groundbreaker/ first mover and had to protect market share. One of the strategies contemplated was licensing of the product. This schema was rejected by EMI management.
Management at EMI believed that their technical expertise and patent protection would provide a significant rampart to entry by other competitors. Their expectation was that these competitive advantages would transmit them three or four years to establish a solid market position.
It was asserted that licensing of the product through major x-ray equipment suppliers would result in lack of promotion of the product. It was felt up that CAT SCAN would compete with standard x-ray equipment and thereby not get the promotion it needed by the licensees. This confidence seemed to be contrary to the belief of EMI management that CT SCAN would not displace the majority of existing diagnostic imaging applications (page 128 4th paragraph). This concern could deal been averted by aggressively market towards potential licensees. The potential success was apparent and management could have capitalized on that. As it turns out conventional x-ray was and even-tempered is the predominant medical imaging modality worldwide. Retrospectively, this seems to have been a...If you destiny to get a full essay, order it on our website: Orderessay
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