When a surgeon at Zimmer Holdings, a US medical devices company, came up with an idea for minimally invasive surgery for hip replacements the company gave approval for concept development and experimentation. As the new approach required innovations in training, the company established a new arm, the Zimmer Institute. By 2006 more than 6,000 surgeons had been trained in different types of minimally invasive surgical procedures. The new business helped Zimmer achieve superior overall growth despi...

BPIR Categories

2.1.4 Assess new technology innovations
4.1.1 Identify market segments & target customers
3.2.1 Translate customer needs into product requirements
8.2.2 Create an environment for empowerment/innovation

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