Sunrise Medical Inc.S Wheelchair Products Case Study

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Unformatted text preview: SUNRISE MEDICAL’S WHEELCHAIR PRODUCTS CASE Leadership and Strategy and Change One Page / Team written Here’s the issue. Sunrise CEO Chandler must decide whether to intervene in a decision by Sunrise division, Guardian Products, to introduce a new lightweight standard wheelchair. Guardian wants to introduce the wheelchair to complement its line of commodity crutches, walkers, and other patient aids. If introduced, the new wheelchair will compete with (maybe cannibalize) the existing wheelchairs offered by the largest and most profitable Sunrise division, Quickie Designs. Chandler does not want to say ‘No’ to the Guardian wheelchair because he believes that each division should have freedom to do what it wishes (as long as they do it well), yet he is worried that if he doesn’t say no to the Guardian wheelchair, the Guardian wheelchair will cannibalize the Quickie wheelchairs. What should Chandler decide? Why? ...
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