Suu Balm: From lead user innovation to rapid growth

• المؤلفون الرئيسيون: CRAMA, Pascale, BHATTACHARYA, Lipika, LIM, Chon Phung
• التنسيق: text
• اللغة: English
• منشور في: Institutional Knowledge at Singapore Management University 2021
• الموضوعات: Lead User Innovation; Open Innovation; Entrepreneurship; Growth Strategy; Growth Matrix; Pricing Matrix; Operations and Supply Chain Management; Technology and Innovation
• الوصول للمادة أونلاين: https://ink.library.smu.edu.sg/cases_coll_all/378; https://smu.sharepoint.com/:b:/r/sites/admin/CMP/cases/SMU-21-BATCH%20[PDF-Pic]/SMU-21-0024%20[Suu%20Balm]/SMU-21-0024%20[Suu%20Balm]%20A4.pdf?csf=1&web=1&e=J8epGJ

This case is set in 2020 and talks about a start-up pharmaceutical marketing company - Good Pharma – based in Singapore. One of the first products the firm had embarked on marketing was Suu Balm, a cream for dry and eczema-prone skin, which had been formulated by a lead user - Dr Tey Hong Liang (Dr....