Instructor’s Manual Abstracts
Vol. 2, Issue 1 IM Abstract: Axtion Independence Mobility Inc.: Challenges from Prototype to Market Launch
Ashley Doyle; Stephen Maclean; Ryan Stack; and Daphne Rixon
Case Overview
This case addresses some of the distribution, marketing, and pricing challenges posed when developing and launching a new product. McGillivray and Maaskant passionately developed the Ibex Lift with the intention of helping people safely maintain their dignity and independence as they age. The device, a hybrid walker and lift that not only helps to prevent falls but helps a person up after a fall, has benefits for multiple stakeholders. This case provides an opportunity for students to make recommendations on how to communicate the quantitative and qualitative benefits while assessing an appropriate price point to obtain overall financial viability. Students will benefit from this case by understanding that the process of developing a new product often comes with many challenges, but by conducting appropriate due diligence, the likelihood of successfully launching the product to market significantly increases.
Learning Objectives
By working through this case, students should be able to
- Describe the process and challenges of developing and launching a new product, including identifying various distribution models.
- Explain the concept of appropriate due diligence.
- Determine an appropriate price point to obtain overall financial viability.
Course Suitability
This case is formulated for classes covering entrepreneurship, innovation, and/or start-up & corporate strategy. It is suitable for university undergraduate students in their second, third, or fourth year of study. It is intended for an 80-minute class session, although depending upon the extent of preparation of students, it can be taught effectively in a 60-minute session.
Recommended Reading
Hackett, J. (2007, April). Preparing for the perfect product launch: A failure of execution forced Steelcase to ramp up the critical thinking that goes into product development. Harvard Business Review.
Evens R.P., Sylvestri M. (2007). Product launch and the strategies, processes, and operations of medical affairs to support start-up companies. Drug Information Journal, 41(6): 743–759.
Pietzsch, J. B., Shluzas, L. A., Paté-Cornell, M. E., Yock, P. G., & Linehan, J. H. (2009). Stage-gate process for the development of medical devices. Journal of Medical Devices, 3(2).
Lehoux, G. Daudelin, B. Williams-Jones, J.-L. Denis & C. Longo. (2014). How do business model and health technology design influence each other? Insights from a longitudinal case study of three academic spin-offs. Research Policy, 43(6): 1025–1038.
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