Paper

Managing Organizational Change
Revolution at Oticon A/S (A):

1. What atomic number 18 the hawkish requirements of Oticon in the audiology industry? Define a
dodge for achieving competitive advantage in this industry. Compare and evaluate your
dodge with the specific actions taken by Lars Kolind after assuming his plant as
CEO of Oticon A/S.

Oticon was number one in commercialize shares of 15% in worldwide h spindleing aids products in
the break off of the 70 because their technology advancement in miniaturization enabled them
for the galvanic pile production of hearing aids. This position was challenged by the invention of
the ITE (in the ear hearing airs device) that was a better technological complete than the
BTE which dominated by Oticon. The market share of Oticon dropped from 15% to 7%
by 1987 since the introduction of the ITE. Lacking the economies of sca le from BTE,
Oticon became the number trine hearing aids behind sulfur Audiologische Technik
(Erlangen, Germany) and Starkey (Minneapolis, USA). With these conditions, we cigaret
address the competitive requirements of Oticon in the audiology industry.



Being number
three is very herculean to sustain any profitable business because it can non compete with
the market leaders in financial resources, marketing, blot equity, as well as technology
creation with the companies like Siemens and Starkey. To survive t hey need to improve
from their current strengths of high flavor and high cost manufacturer to agile company
with highly selected guest focus since quality hearing aids is the standard of regular
products.

The strategic plan for achieving competitive advantage in this industry can be
addressed using 1) technology advancement 2) economies of scale 3) customers 4)
government innovation. The breakthrough invention of ITE that eroded the market share
of BTE is the best way for any company to gain the c ompetitive advantage. The knowhow on how the multitude produce the needed hearing aids can examine the...If you want to get a full essay, order it on our website: Orderessay



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