The local project team suggested using the stuff for acne treatment. There was no standardized remedy for acne treatment in Taiwan. If developed, Acne Dressing will be a brand-new product in the local marketplace. The biggest challenge would be how to alter consumer behaviors that are local on acne treatment commodities that are new. Moreover, since there were no parallel products in the market, the project team only had limited advice.
Volume estimation and the possible sales were all undecided. In the event the local development were to be established, Acne Dressing would be 3M's first product application from Hydrocolloid Dressing technology. With little previous experience in product development and no similar products existing in the marketplace, the function head had to decide quickly whether to proceed with this particular new product development. Should the team carry on with the project? If so, what alternatives did the local project team have? What kind of support and resources should the Health Care business segment that is local seek from the headquarters for the product development? Should the local product development collaborate with other subsidiaries?
PUBLICATION DATE: November 03, 2011 PRODUCT #: W11460-PDF-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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