TY - JOUR AB - Align Inc. is a start-up company with a revolutionary, patent-protected new technology for straightening teeth called Invisalign. Invisalign is a set of invisible plastic aligners made to each patient's specific needs that substitute for metal or ceramic braces in adults (it is not sold for children's orthodontic needs). The company has created tremendous consumer awareness and affect for its product, yet sales results are dismal. Requires the reader to analyze the reasons for such poor sales and what to do to remedy the problem.To examine distribution channel issues as well as the marketing mix for a new product introduction. VL - IS - SN - 2474-6568 DO - 10.1108/case.kellogg.2016.000162 UR - https://doi.org/10.1108/case.kellogg.2016.000162 AU - Coughlan Anne AU - Hennessy Julie AU - Najjar Andrei AU - Auyang Evan AU - Batanghari Winston AU - Cartwright Craig PY - 2017 Y1 - 2017/01/01 TI - Invisalign: Orthodontics Unwired T2 - Kellogg School of Management Cases PB - Kellogg School of Management SP - 1 EP - 18 Y2 - 2024/03/29 ER -