Medivice: An Exploration of Key Account Management

by: John Branch

Publication Date: December 7, 2015
Length: 12 pages
Product ID#: 1-430-467

Core Disciplines: Entrepreneurship & Innovation, Marketing/Sales, Strategy & Management

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Teaching Note

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Medivice is an eight-part case about a small American medical device company which manufactures the Sonic Scalpel, an electronic scalpel for surgeons which uses an ultrasonic generator to vibrate one blade of the knife. The case follows the company’s implementation of key account management, from consideration to inception, through implementation, and finally to evaluation. It can be used in a wide variety of marketing and strategy courses, in order to teach the purpose, challenges, and benefits of key account management.

Teaching Objectives

After reading and discussing the material, students should:

  • Create a new strategic vision of, and a role for, key account management in their companies.
  • Institute a strategic approach to key account management in their companies.
  • Oversee the implementation and ongoing execution of key account management in their companies.