Marketers are often entrusted with the study of factors that affect the long-term adoption of a new product or technology. The new product is seen here with drug eluting stents: A device that prop open clogged arteries in the heart, and then releases a drug that reduces the risk of recurrent artery blockage. In light of recent medical and competitive trends in the market, it prompts students to explore future adoption of drug-eluting stents, and to consider possible marketing actions should be taken for the Medtronic ENDEAVOR - newly approved stent, which hits the market in 2008. "Hide
by Elie Ofek Source: Harvard Business School 18 pages. Publication Date: September 25, 2008. Prod. #: 509028-PDF-ENG
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