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Essay

Ecton - Disruptive Technology

Essay specific features

 

Issue:

Business

 

Written by:

Joann V

 

Date added:

January 23, 2015

 

Level:

University

 

Grade:

A

 

No of pages / words:

4 / 944

 

Was viewed:

3570 times

 

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Essay content:

However, problems in acquiring funding from VC's impact its abilities to position itself as a niche player in the imaging market. Also in the way of growth are the powerful barriers to entry, such as overcoming customer brand loyalties and the consolidation of suppliers. Ecton- Positioning Strategy In order to combat the massive presence of HP and Acuson in the imaging market, Ecton has to look out for "Asymmetries of motivation"1 and position its Doppler Echocardiography device as "a screening and monitoring tool, instead of merely an expensive diagnostic laboratory method", as mentioned in its original business plan...
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Ecton has rightly concluded that it cannot win the battle on HP's grounds; hence it has to shift the goalposts. Having developed a product having a very different feature mix than established competitors, it has to look outside the typical market. Alternative markets like physician clinics, outpatient clinics etc are a viable market where the reduced features and reduction in image quality when compared to MRI may be looked over the substantial reduction in cost...
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