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Genicon A Surgical Strike Into Emerging Markets Abstract Genicon is a company with 10 years of experience domestic and some real international success, Genicon was successful in USA, but it quickly realized that it would be difficult for them to have sustainable growth, because the health care purchases medical equipment through GPOs.
GENICON already in more than 40 international markets and was looking in particular for emerging markets - Brazil, Russia, India and China - as potential new growth opportunities.
This case is suitable for use in international business course to enter the market strategy of choice.
Dec 02, · US Manufacturer of disposable devices for Laparoscopic Surgery. · challenges and opportunities in Emerging Markets. The course assumes that you have a basic understanding of Country factors, mode of entry, basic strategic models and the principles of marketing.
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