This case describes the journey of a Doctor from curiosity to product formulation to enterprise promotion and presents the problems faced by him in succeeding commercially. The innovator perceives the innovation to be a medical success and a commercial non startec. The case provides an opportunity to evaluate the efforts of Dr. Shah and propose a strategy for the future.
The author thanks Dr. Shah and his family members for their support in developing this case.
Indian Institute of Management Ahmedabad
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