My opinion is that it's all about incentive risk.
Incentive Risk
In the big orthos, it's hard for leaders to really screw up.
Stick with product lines that are obvious. Sell products that have a well-developed surgical technique. Sell products that are in a proven market with proven margins.
Then restructure the sales and distribution geographies, move some assets around, say the right things and make more money each year.
Rinse and repeat.
More money, without risk.
Why would an established leader inside a Big Ortho even think about trying to innovate?Real innovation demands that leaders th...
