Baxter Healthcare is the successor of the legendary ASAP ordering system, one of the most famous examples of the use of technology to provide strategic marketing advantage. By 1994, its own system as soon as is well known. Baxter begin to run on-Call EDI, which is an open platform, several vendors (including Kodak, Bergen Brunswick and Boise Cascade) system to help hospitals to order. The case focuses on whether Baxter to meet new customer needs in a way that will help them compete, or they hand over the keys to the kingdom, opening its strategic advantage to others, including your competitors. "Hide
by John J. Sviokla, Christopher L. Marshall Source: Harvard Business School 14 pages. Publication Date: July 29, 1994. Prod. #: 195103-PDF-ENG
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