康讯生物分析有限公司：以研究带来影响 Health View Bioanalytic Limited: Generating Impact from Research (Simplified Chinese version)

Pong Yuen Howard Lam, Hugh Thomas, Elsie Tsui, Shi Yu LU

Product #:W34027

Supplier:Ivey/CUHK

Discipline:Entrepreneurship, Marketing

Setting:Hong Kong, 2021

Details:Case (PDF) • 13 pages • 2023-04-19

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徐仲鍈教授曾任香港知名大学教授，康讯生物分析有限公司创办人。康讯通过人工智能和全自动视网膜图像分析 (ARIA) 使用眼底照相机对患者的视网膜图片进行快速、廉价、非侵入性的中风和阿尔茨海默病风险评估。虽然康讯已经实现收支平衡，但徐仲鍈教授意识到它还尚未成功。因此，他正在考虑如何扩大公司规模，以实现其技术的影响。徐教授必须评估当前的商业模式，包括其价值主张、目标市场、销售渠道和战略合作伙伴，并决定如何扩大和重新定位康讯。 Benny Chung-Ying Zee was a professor at a prestigious university in Hong Kong and founder of Health View Bioanalytic Limited (Health View). Health View offered fast, inexpensive, non-invasive assessments of the risk of stroke and Alzheimer’s disease by using artificial intelligence and automatic retinal image analysis (ARIA) of pictures of patients’ retinas using fundus cameras. While Health View was breaking even, Zee realized that it was not yet a success. Thus, Zee was considering how to scale up the company to realize the impact of its technology. Zee had to assess the current business model—its value proposition, target market, sales channels, and strategic partners—and determine how he could scale up and redirect Health View.

Learning Objectives

本案例可用于高年级本科生和研究生水平的营利性和社会创业课程。学生应该学习过基础商业课程——会计、金融、管理、市场营销——并熟悉分析初创企业的商业模式。该案例的主要目的是让学生分析提供创新健康风险评估的替代模型。该案例提供了人工智能如何影响医疗保健行业的示例。案例使学生思考社会创业与营利性创业，并为“富人与国王”的困境增加了另一个维度。在完成案例和作业问题后，学生将能够做到以下几点：

评估企业对企业关系，提供以客户为中心的健康服务。
了解将技术转化为实用的应用程序来为客户创造价值的重要性。
理解人工智能在诊断中的用途。
了解社会企业与营利性企业的共性和差异。
分析社会企业环境中“富人与国王”的权衡。
考虑扩大规模的备选方案，包括定位为社会企业与营利性企业、出售公司、寻求不同的社会融资模式、特许经营、寻求分销权，以及寻求合作伙伴关系。

This case can be used in senior undergraduate- and graduate-level courses on for-profit and social entrepreneurship. Students should have taken basic business courses—accounting, finance, management, marketing—and be familiar with analyzing the business model of a start-up. The major objective of the case is to allow students to analyze alternative models for delivering innovative health risk assessments. The case provides an example of how artificial intelligence is impacting the health care industry. It allows students to consider social entrepreneurship versus for-profit entrepreneurship, and adds another dimension to the “rich versus king” dilemma. After working through the case and assignment questions, students will be able to do the following:

Assess business-to-business relationships for a customer-centric health service.
Understand the importance of turning technology into useful applications to create value for customers.
Appreciate one use of AI in diagnostics.
Understand the commonalities and differences between social enterprises and for-profit enterprises.
Analyze the “rich versus king” trade-off in a social enterprise setting.
Consider the alternatives for scaling up, including positioning as social enterprise versus for-profit venture, selling the company, seeking different social financing models, franchising, pursuing distributorships, and pursuing partnerships.

康讯生物分析有限公司：以研究带来影响 Health View Bioanalytic Limited: Generating Impact from Research (Simplified Chinese version)

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Learning Objectives