... on positioning a medical device product in a market which was already conquered by established multinational companies. Expected learning outcomes Understanding of the concept of product positioning, product lifecycle, marketing mix strategies, and social exchange theory, enables case analysts to extend...

... GranuLab, a medical device company that produced the synthetic bone graft substitute GranuMaS, aspired to be a high-growth company. To achieve this aspiration the company had made plans for internationalization, which include penetrating the ASEAN, Middle East, Latin American, and African markets within...