7. Can You Sell a Scheme for Operating on Beating Hearts and Make a Business of It?

Capitalism: Success, Crisis and Reform (PLSC 270)

Dean of the Yale School of Management, Sharon Oster, explains the CardioThoracic business case. Barriers to CardioThoracic's success are discussed, including competition from other medical firms, "gatekeeper problems," other medical procedures, and difficulties understanding needs of the firm's customers. Various players in the case are identified, as well as their specific interests and potential strategies for articulating these interests. Dean Oster analyzes interest misalignments, information asymmetries, and discrepancies in values among the various players in the case.

00:00 - Chapter 1. Introduction
01:11 - Chapter 2. Case Discussion: Cardio Thoracic Systems
04:08 - Chapter 3. Cardio Thoracic Systems: Competition
14:38 - Chapter 4. Cardio Thoracic Systems: Buyer Issues
40:06 - Chapter 5. Case Summary: Cardio Thoracic Systems

Complete course materials are available at the Open Yale Courses website: http://open.yale.edu/courses

This course was recorded in Fall 2009.