Case Name :      GENICON: A Surgical Strike into Emerging Markets

Authors :           Allen H. Kupetz, Adam P. Tindall, Gary Haberland

Source :             Ivey Publishing

Case ID :            910M41

Discipline :        Marketing

Case Length :    13 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

A critical question facing a company’s ability to grow its business internationally is where it should go next. One company facing that decision was GENICON, a U.S.-based firm that manufactured and distributed medical instruments for laparoscopic surgeries. Although the minimally invasive surgical market in the United States had long been the largest in the world, international markets were anticipated to grow at a much faster rate than the U.S. market for the foreseeable future. GENICON was already in over 40 international markets and was looking in particular at the rapidly emerging markets – Brazil, Russia, India and China – as potential new opportunities for growth. This case is appropriate for use in an international business course to introduce market selection strategy. It can also be used in sessions on international marketing, entrepreneurship and business strategy.