PHILIPS Electronics Japan Healthcare 2013

Abstract

The brand image that a company has has great power for “gatekeepers”, however, this brand image cannot be horizontally developed to other gatekeepers. That is an issue. The same thing could be said of the medical equipment sales field. Each product has different gatekeepers, depending on the company, and its brand power influences different fields. In this case study, the subject will be diagnostic imaging equipment. This case study examines ways to increase sales power from the standpoint of a product manager in charge of the Asia/Pacific Region, specifically looking at a group of products which brand power does not affect by clarifying the gatekeepers.

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