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ID number:408620
Published: 28.10.2019.
Language: English
Level: Secondary school
Literature: n/a
References: Not used

This case mainly concentrates on the problems the firm and it’s new General Manager Erik Peterson face during their first product launch.
Erik Peterson is a 29 year old, who has just graduated from his MBA and also has earned a Bachelors and a Masters degree in biological engineering from MIT. Thus, he has a reasonable amount of knowledge to work in the industry Biometra operates in. He used to work as a management consultant for three years but had no experience as a product manager or a general manager. He was surprised that he was offered such a role but willing to take the challenge. Richard Jenkins ( President of SciMat ) said that there are number of serious launch problems for the product but that he believes Erik can handle them, especially as he will offer help himself. Erik Peterson was urgently promoted to General manager and had overall authority for Biometra’s operations. …

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