Scribd Logo
Upload

Welcome to Scribd!

  • 88 views

    EMI and The CT Scanner Case Study

    Uploaded by

    Joanna Ross
    EMI's sustainable competitive advantage was their strong research and development group which positioned them technologically and gave them a good reputation. They were the sole provider of CT scanners for four years before competitors entered the market. However, their core strategic problem was maintaining their technological edge as the industry advanced. Their reputation for arrogance also alienated some medical professionals. To address these issues, EMI should work on their reputation, stay ahead of technological changes through continued innovation or partnerships, and have patented their original CT scanner design to prevent competitors from copying it.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd

    EMI and The CT Scanner Case Study

    Uploaded by

    Joanna Ross
    88 views3 pages
    EMI's sustainable competitive advantage was their strong research and development group which positioned them technologically and gave them a good reputation. They were the sole provider of CT scanners for four years before competitors entered the market. However, their core strategic problem was maintaining their technological edge as the industry advanced. Their reputation for arrogance also alienated some medical professionals. To address these issues, EMI should work on their reputation, stay ahead of technological changes through continued innovation or partnerships, and have patented their original CT scanner design to prevent competitors from copying it.

    Original Title

    EMI and the CT Scanner Case Study

    Copyright

    © © All Rights Reserved

    Available Formats

    DOCX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    EMI's sustainable competitive advantage was their strong research and development group which positioned them technologically and gave them a good reputation. They were the sole provider of CT scanners for four years before competitors entered the market. However, their core strategic problem was maintaining their technological edge as the industry advanced. Their reputation for arrogance also alienated some medical professionals. To address these issues, EMI should work on their reputation, stay ahead of technological changes through continued innovation or partnerships, and have patented their original CT scanner design to prevent competitors from copying it.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    88 views3 pages

    EMI and The CT Scanner Case Study

    Uploaded by

    Joanna Ross
    EMI's sustainable competitive advantage was their strong research and development group which positioned them technologically and gave them a good reputation. They were the sole provider of CT scanners for four years before competitors entered the market. However, their core strategic problem was maintaining their technological edge as the industry advanced. Their reputation for arrogance also alienated some medical professionals. To address these issues, EMI should work on their reputation, stay ahead of technological changes through continued innovation or partnerships, and have patented their original CT scanner design to prevent competitors from copying it.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3

    EMI and the CT Scanner Case Study

    Joanna Ross

    Kennesaw State University

    MKTG 4476

    Professor Van Esch

    October 21, 2021


    Q1: What is EMI’s SCA?

    EMI’s sustainable competitive advantage is that they have a strong research and

    development group which put EMI in a strong technological position and gives them a good

    reputation, they were also the first on the scanner market for four years before having any

    competition. EMI got the advantage of having the whole medical market to themselves for four

    whole years before they had competition come in. By the time the competition came in with a

    more upgraded version of the CT scanner, EMI was already working on theirs and it was already

    faster, better quality, and more of a rotation for the gantry. Having been out on the medical

    market for four years before anyone else, they were able to make a name for themselves, build

    a reputation. When their competitors brought out their scanners, “EMI promised to upgrade

    without charge the first-generation equipment already purchased by its established customers.

    Q2: What is the core strategic problem facing EMI?

    The core strategic problem EMI faces is technology is always evolving and EMI

    developed a reputation for arrogance in parts of the medical profession, and competition.

    Sometimes it can be hard to keep up with technology, especially when you’ve done everything

    that you can do for a product technology wise. Competition will always be out there, and

    someone will be better than you in one way or the other. Since EMI has a reputation for

    arrogance in parts of the medical field, some hospitals or private practices may not want to do

    business with them, causing them to lose potential customers before having the chance to try

    because of their arrogance reputation.

    Q3: What should they do?


    EMI should work on their reputation because word of mouth travels fast, be on top of

    technology, and get a patent. EMI should work on keeping their arrogance in check, not many

    people like to support businesses that think like that. Maybe they can work on their customer

    service, show that they care about the people and not just the money. They can try and be on

    top of technology like they are already, but they might soon run out of ideas. They can try to

    bring in someone new for ideas, or even partner up with someone. To try and get rid of

    competitors, what they should have done from the beginning, get a patent.

    You might also like