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Medtronic PLC: Combating the Grey Market
內容大綱
In September 2015, the marketing manager of the Advanced Surgical Solutions Division at Medtronic plc (Medtronic), Kingdom of Saudi Arabia (KSA), weighs his options as to how best to respond to yet another instance of "grey marketing," that is, the unauthorized distribution of genuine branded products. The rampant parallel importation of one of Medtronics' best-selling products-LigaSure Vessel Sealing instruments-has resulted in a much smaller-than-usual order from one of Medtronics' most important customers, the King Faisal Specialist Hospital & Research Center. Medtronics' marketing manager must find a way to respond appropriately to the customer without risking the ire of his sole authorized distributor in KSA.