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Galen: Co-Creating the Future of Medical Technology
內容大綱
Galen is a start up company in the field of MRI imaging striving to compete with Philips, GE and Siemens. The protagonist, Mr. Wong needs to develop up a business strategy and an irresistible offer to attract Dr. Comstad, a leading scientist in the field, and other co-creation partners to cooperate with a small start up company. The case illustrates the advantage of co-creation business models over in-house solutions especially with regards to R&D and product development. It unveils the reasons for both companies and partners to engage in cooperation.