Choosing a Competitive Strategy for Launching a Medical Product on the Market: By the Example of Technical Rehabilitation Equipmen

DOI: 10.33917/es-4.196.2024.136-143

Competitive strategy of the company engaged in medical equipment in the B2G market is considered. The author analyzes the process of choosing a strategy for launching a new brand in conditions of high market competition — against the background of significant market monopolization and risks of the new competitors’ emergence. Driving forces of this market, regulation, target audiences and stakeholders are described.

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