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Anna Frisch at Aesch AG: Initiating Lateral Change
內容大綱
Anna Frisch had tried to initiate change at Aesch AG, a large global provider of medical devices for the healthcare industry. As a marketing director, she had identified major shifts in German healthcare which demanded that Aesch changed its ways of approaching customers. Instead of targeting the specific needs of doctors in hospitals, Aesch should address the new decision makers: the CEOs, CFOs, or CIOs of hospitals, who followed a different buying logic.