In the orthopedic industry's push for innovation and differentiation, a prevailing storyline suggests that Big Ortho companies stumble due to being disconnected or poorly managed.
Wrong! That’s off the mark.
In reality, Big Ortho is guided by sharp, rational leaders making calculated moves. This view overlooks a key element of corporate strategy: the innovation dilemma.
Allow me to unpack why, if I were leading a Big Ortho company, I’d likely make the same calls.
Protecting Existing Customers and Revenue
The primary concern for Big Ortho is the impact on their current customer base and rev...
