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Genicon is a business with ten years of experience domestic and some genuine international success, Genicon succeeded in USA, however it rapidly realized that it would be hard for them to have sustainable growth, since the healthcare purchases medical devices through GPOs. And as a little business it was so tough to get an agreement from GPOs since their financial structure encourages them to buy equipment from giants companies.So Genicon chose to go international and capture increasing demand there. It became smallest business to sell product to European markets with the assistance of BSI.
Genicon was currently in over 30 international markets and was searching in particular at the rapidly emerging markets - Brazil, Russia, India and China - as potential new opportunities for growth.So the question facing Genicon where it should go next?
Domestic company
International organisation
Uncertainty Avoidance
Hesitance toward new products in medical devices.
Short and Long term orientation
Next Step of Genicon's Global Marketing. (2016, Mar 22). Retrieved from https://studymoose.com/next-step-of-genicons-global-marketing-essay
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