Wright Medical: Surviving as a Mid-Sized Device Company
As Wright Medical's success suggests, the key for mid-tier companies lies not so much in devising innovative sales and marketing programs for these new customers, but in product planning and portfolio design, crafting the right product line for a more cost-conscious customer, while tapping into those technologically innovative opportunities that still exist.
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Wright Medical hasn’t enjoyed the smoothest ride over the past 15 years, a stretch that included a spin-out, debt problems, and a buyout, as well as an IPO. All the while, though, the company has proven to be an innovator in the large joints industries and now—under new CEO Gary Henley—it is establishing itself as a force in the extremities and biomaterials markets.
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