The Highly Regulated German Medical Supplies Industry (A)

This case describes how Rehability created a blue ocean in the German medical supplies industry by shifting the focus of the industry from the functional need of the sick and elderly to the emotional need of all wheelchair bounded individuals for an active life and reconstructing market boundaries accordingly. The written case is composed of two parts, (A) and (B), and accompanied by a teaching note. The video case, (Part A) and (Part B), is available for download by instructors at www. blueoceanstrategy.com.