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Ref No: 1230
Should Harbinson Recommend Further Investment in Seven Peaks
Despite the fact that the first product turned out to be one with slow growth, Harbinson should advise on investment in the second product. This is because as per the case study, it turns out that the firm was product oriented with its cauterizing device, which was first developed and then marketed in Atlanta. However, the second product is being developed via a market-oriented approach as it is based on an existing demand, which was expressed by the plastic surgeon, who was willing to buy forceps with non-stick properties. The latter approach is also favoured by Crittenden, Crittenden, Ferrell, Ferrell and Pinney (2011), who stated that market orientation leads to competitive advantage and business sustainability.
Secondly, the experience from the set back of the first product made Brandon more cautious in his approach with the second product, where he searched the market and developed a financial analysis. With regards to this, Brandon was able to identify two potential markets…
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