Georginelli Dental Research (GDR) has moved from a flexible entrepreneurial companies, which was overly cautious as its high-margin sales of the film have been undermined. Although the phase-and-gate process in place in the GDR provides project management, the spirit that led the company to the success of the past have been removed from the organization. The two main characters if they want to bring back that "can do" spirit, as they try to quickly commercialize scanner Bart and extend the life of the film. The issues in the case are: a) entrepreneurial companies and their business strategies and processes for managing the development of new products b) the effects of these strategies and processes to meet the needs of customers, shareholders, and employees) the role people can play in a "push" corporate processes culture and reduce time to market. The case focuses on the ways people can overcome the internal resistance of a company or an obstacle with partners OEM which has additional features. When looking for a strategic partner, most think in terms of technical skills, however, culture or DNA partner is just as important. Case is designed for use in courses in the management of the commercialization of new products, management of technology and innovation, strategic thinking, international business and leadership. "Hide
by Donald Pillittere Source: Richard Ivey School of Business Foundation 7 pages. Publication Date: September 2, 2009. Prod. #: 909M59-PDF-ENG
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