Serial Innovators by Claudio Feser

Author:Claudio Feser
Language: eng
Format: epub
ISBN: 9781118174043
Publisher: Wiley
Published: 2011-10-10T16:00:00+00:00

In 1992, AHD entered the point of care (POC) diagnostics business through the acquisition of DiagnostiCo in the United States. The idea was to exploit AHD's commercial capabilities and access to clinics and hospitals to develop the POC diagnostics business, which promised to grow rapidly in the years ahead. Until the mid-1990s, DiagnostiCo was essentially a U.S. business, but by the end of the decade, AHD had taken it global, boosting it on the back of its presence in, now, 50 countries.

In some countries, the orthopedics and the diagnostics business units shared the country sales organization. In others—especially in larger countries—they each had a dedicated country sales organization reporting to them, as shown on the organizational chart with a dotted line.

In the mid-1990s, AHD set up MedCo, a dental implant business, again exploiting its commercial capabilities. The commercial synergies did not prove to be as strong as expected, and AHD found it had to maintain and expand a dedicated sales organization for the dental business, addressing primarily dental surgeons (Figure 6.5). Despite this apparent setback, AHD was now in the dental business, which started to grow very rapidly in the second part of the 1990s.

Figure 6.5 Acquisition and Integration of an Additional Product Line

1R&D, Product Development

2Finance, HR, Legal

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