Endius Inc. is launching a company of medical products market. Endius developed a working prototype and design for new and advanced endoscopic surgical instruments - controlled forceps. Endius recently hired a new president, Tom Davison, who is determined to move Endius from research and development phase of product commercialization and launch. For this he needs to achieve two goals: full technical and financial viability of the product and to provide funding to address cash burn a typical start-up companies. Davison seriously considering two alternatives for the development of the product. Driven development using forceps staff or partnerships with external consulting product development, which he used previously "Hide
by Julie H. Hertenstein, Marjorie B. Platt Source: Design Management Institute 11 pages. Publication Date: May 27, 2004. Prod. #: DMI011-PDF-ENG
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