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Baxter International: OnCall as Soon as Possible?
Baxter Healthcare is heir to the fabled ASAP ordering system, one of the best-known examples of the use of technology to provide strategic marketing advantage. By 1994, the proprietary ASAP system is well established. Baxter is beginning to launch On-Call EDI, which is an open platform, multiple vendor (including Kodak, Bergen Brunswick & Boise Cascade) system to help hospitals order. The case focuses on whether Baxter is meeting the new needs of the customer in a way which will help them compete, or whether they are giving away the keys to the kingdom by opening up their strategic advantage to others, including their competition.