Premium Essay

Bella

In: Business and Management

Submitted By kingintea
Words 5833
Pages 24
4440
APRIL 27, 2012
DOROTHY LEONARD
SUNRU YONG
Bella Healthcare India Joseph Cherian, country director of Bella Healthcare in India, wondered whether his team was ready for Project TKO. He listened intently as Jeremy Manning, his director of research and development, described the pros and cons of the project, a proposal to develop a new portable electrocardiograph machine (EKG) specifically for the Indian market. Cherian believed the time was right to tackle the tough, but fast-growing Indian market. The key question was whether Bella
India’s local R&D team, under Manning’s direction, was ready to lead the product development: My goal has always been to develop products that serve emerging markets and make healthcare more accessible. I think medical device companies are learning that this can be done most effectively by those who know these markets best. We should develop our affordable EKG in India, for India. Bella India has proven itself in manufacturing and cost- engineering; this is the next logical step. The endeavor was not without risk. The costly failure of Project Baton, a global product development effort, was fresh on everyone’s mind. Failure with Project TKO would not only hurt
Bella Healthcare’s overall profitability, it would undermine Cherian’s case that the India operation was ready for more challenging product development undertakings.
Industry Background: Electrocardiogram Equipment Electrocardiography, commonly referred to as EKG or ECG, is the measurement and interpretation of the electrical activity of the heart as it contracts. An EKG enables physicians to assess cardiac health—the regularity of heartbeats, the size and position of the chambers, the identification of disorders, and the presence of damage. It is commonly used to diagnose problems such as heart attacks, arrhythmia, lack of blood flow,...

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