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Forus Health: Crossing the Disruptive Product Chasm
Ramesh Narasimhan; M.V. Ravikumar; Nattuvathuckal BarnabasCaso IVEY-9B14A064-EDirección estratégica, Iniciativa emprendedora, MarketingIn April 2013, the co-founder and chief executive officer of Forus Health Private Limited sat in his office in Bangalore, India contemplating the future direction of his company. He was under pressure by his venture capital partner to rapidly penetrate the market for 3nethra — an innovative, multi-functional and low-cost ophthalmology device — before imitators stepped in. Given its features and advantages over expensive imported specialized tools...Desde 8,20 €
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Vibhava Chemicals: Pursuit of a Cleaner Space
Ramesh Narasimhan; Nattuvathuckal BarnabasCaso IVEY-9B12A010-EDirección estratégica, Iniciativa emprendedora, MarketingIn April 2011, Vithal Gambhir, the marketing director of Vibhava Chemicals, an entrepreneurial venture and leader in the black phenyl category in the home cleaning agents (HCA) market in South India, was faced with a marketing challenge. A slew of multi-national corporation (MNC) brands in the emerging new category of specialty cleaning agents had eroded Vibhava’s share of the traditional black phenyl category by 50 per cent over the previous eig...Desde 8,20 €