Align Inc. is a start-up company with a revolutionary, patent-protected new technology for straightening teeth called Invisalign. Invisalign is a series of invisible plastic aligners to the specific needs of each patient, which replace metal or ceramic brackets in adults (not sold for the orthodontic needs of children). The company has created a huge consumer awareness and influence on their products, but sales results are dismal. Requires the reader to analyze the reasons for the poor sales and what to do to solve the problem. "Hide
by Anne Coughlan, Julie Hennessy, Andrei Najjar Source: Kellogg School Management 18 pages. Publication Date: January 1, 2004. Prod. #: KEL032-PDF-ENG
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