On a beautiful sunny afternoon in October 2013, Daniel Mazon (GMP 15), determined to take some time out of his hectic program of the General Management Program (GMP) at the Harvard Business School to reveal on the situation of his company's. For three continuous years, Philips Ultrasound business was facing problems of decline in market share in Latam.
Mazon being concerned that sales representatives who were responsible for a sizable portfolio of imaging products, weren't giving enough attention to Ultrasound. Mazon was wondering if this problem would be solved by change in the size and compensation arrangement of the sales force or he would have to take a more radical approach of producing a committed sales force for Ultrasound. This selection was complicated by the matrix organization structure of Philips where regional general managers (GMs) had profit and loss (P&L) responsibility of the entire portfolio.
Philips Healthcare Latin America case study solution
PUBLICATION DATE: March 25, 2015 PRODUCT #: 515097-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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