Cochlear And Its Global Marketing Challenges

Cochlear And Its Global Marketing Challenges

By
George Foster, Alicia Seiger
2003|Case No.E146

The case begins with an overview of hearing loss, current treatments and a detailed description and cost/ benefit analysis of cochlear implants as a solution for sufferers of profound to severe hearing loss. The thrust of the case discusses Cochlear’s global expansion strategy – covering operations in Europe, Asia and the Americas. Questions of regional coverage vs. global market share, direct vs. indirect sales channels, manufacturing and marketing strategies, government regulations and ethical considerations are covered.

Learning Objective
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