Opportunities and Challenges Ahead
Coelho had invested his time in multiple trips to Brazil in pursuit of the Olympics telemedicine project.22 He enjoyed full support from the topBarthelemy GlobalMeds CEO viewed Brazil as the companys top priority for emerging market entry. Additionally the Olympics project had strong internal support among GlobalMed stakeholders from all key departments who saw the potential the project offered for expanding the companys market share and increasing brand awareness. They recognized that even if GlobalMed were not selected as the pri- mary vendor for the Games the company would potentially benefit from the increased exposure for telemedicine.
In spite of the potential upside it offered the project was complex and vulnerable to risks. The more risks GlobalMed team members could anticipate the better prepared they would be for dealing with them if they materialized. As previously mentioned the Brazilian culture was known for indecisiveness and last-minute de- cision making. Additionally Brazils equivalent to the U.S. Food and Drug Administration (FDA) known as ANVISA (Age^ncia Nacional de Vigila^ncia Sanitaria) imposed significant regulatory barriers for medical devices. For example in December 2011 one of GlobalMeds units which had been used temporarily on an oil platform was detained in Brazilian Customs for five days before it was allowed to be returned to GlobalMed in the U.S. Another significant risk had to do with adoption by clinicians who might resist the new technology because it represented a major disruption to traditional healthcare delivery models. There were likely to be many other challenges and the project team was in the process of tackling a comprehensive risk assessment.
Case questions:
1. What are the key success factors for a successful firm like GlobalMed to keep its growth in the international market?
2. Conduct a SWOT analysis to anlyse the internal and external conditions for GlobalMed to achieve its competitive advantage.
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