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Case 1: Aquafresh White Trays

Case Study 1 November 12, 2012
by

Mary Rideout

on 11 November 2012

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Transcript of Case 1: Aquafresh White Trays

Case #1: Aquafresh White Trays Monday November 12, 2012 Mary Rideout Case Background: Case Problems: Solutions: Textbook Concepts Used: Conclusion: Questions? Opportunity in the market
Current products are: difficult to use, messy and have a foul taste
GSK has the marketing and R&D capabilities
competent with regulatory agencies
Oratech has the product Questions raised at the end of the case:
What accounts for the market success of the Aquafresh product?
What can be learned from GSK’s perspective about making open innovation work?
What can be learned from Oratech’s perspective about making open innovation work?
Differences in corporate culture
Differences in new product process
Do we sacrifice quality or slow down time to market
Manufacturing the trays
Product Concept
Need
Form
Technology
Open Innovation
Ready-Made New Product Ideas What accounts for the market success of the Aquafresh product?
Recognizing potential in the market
Open lines of communication

What can be learned from GSK’s perspective about making open innovation work?
Size doesn't matter
Little partners should be equals

What can be learned from Oratech’s perspective about making open innovation work?
Minor success can be more than minor
BIG partners can be equals GSK and Oratech were successful because of their:
Willingness to work together
Neither partner tried to domineer the other
Clear Vision followed by both partners
Full transcript