Terumo faces two challenges: how to sell their products in the U.S. catheter and its new "Solution Pack" in the domestic market of Japan. Housing provides rich detail about the evolution of the company from the manufacturer of thermometers retailer products such as syringes diversified company offering a wide range of advanced products, catheters and graphics, for example, in addition to the commercial products. He describes how the firm's sales strategy, including changes in the structure and compensation as changed its overall product line development. The case also offers an interesting contrast to students of sales forces, in terms of how this Japanese model is different in that, for example, the firm and the type of compensating sellers.
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by David B. Godes, Masako Egawa, Mayuka Yamazaki Source: Harvard Business School 33 pages. Publication Date: February 11, 2008. Prod. #: 508068-PDF-ENG
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