To optimize their effectiveness, color cases ought to be printed in shade."This trial is going to take more." Those were words that Michael Kaschke, the CEO of Carl Zeiss AG, was not surprised to discover as he nurtured the surgical radiotherapy business inside his institution's microsurgery unit. But he also did not anticipate it to take 13 years to get to the ending of an all-imperative clinical trial that was a crucial enabler to the granting of reimbursement codes.
But for 13 years he had been telling the team the importance of focus, and as the complex markets of Germany, the United Kingdom, and also the US began to reach high growth rates, was he telling them something different? Was this a focus question or a tactical sequencing question?
PUBLICATION DATE: July 07, 2011 PRODUCT #: 612003-HCC-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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