Anna Frisch had tried to initiate change at Aesch AG, a large international provider of medical devices for the health care industry. As a promotion director, she had recognized imperative shifts in German health care which demanded that Aesch changed its ways of imminent customers.
Rather than targeting the exclusive needs of physicians in hospitals, Aesch should deal with CIOs of hospitals, who follow a distinct purchasing logic: the CEOs, CFOs, or the new decision makers.
PUBLICATION DATE: November 29, 2010 PRODUCT #: ES1121-HCB-ENG
This is just an excerpt. This case is about ORGANIZATIONAL DEVELOPMENT
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