Invisalign: Orthodontics Unwired
2017; Linguagem: Inglês
10.1108/case.kellogg.2016.000162
ISSN2474-6568
AutoresAnne T. Coughlan, Julie Hennessy, Andrei Najjar, Evan Auyang, Winston Batanghari, Craig Cartwright,
Tópico(s)Global Healthcare and Medical Tourism
ResumoAlign Inc. is a start-up company with a revolutionary, patent-protected new technology for straightening teeth called Invisalign. Invisalign is a set of invisible plastic aligners made to each patient's specific needs that substitute for metal or ceramic braces in adults (it is not sold for children's orthodontic needs). The company has created tremendous consumer awareness and affect for its product, yet sales results are dismal. Requires the reader to analyze the reasons for such poor sales and what to do to remedy the problem. To examine distribution channel issues as well as the marketing mix for a new product introduction.
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