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Erik Peterson at Biometra - a&B

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Overview

This is a case about Eric Peterson, who was recently hired as a product manager in charge of sales and marketing of Biometra’s catheter. This product from Biometra, a subsidiary of Scientific Materials (SciMat), was the first product ever launched by Biometra and so its success was critical for both Biometra and SciMat. From the case we see that even though Eric Peterson tries hard to meet the product target launch date, there are several issues that he and the organization are experiencing. Critical Problem:
Disengaged Management and Ineffective Communication: a) After Peterson joined Biometra, he discovered that instead of reporting directly to Jenkins he was assigned to Jeff Hardy, vice president of planning and …show more content…

Additional Task: To prepare for top management’s visit, that is due in two weeks.

Proposed Solution: A. Disengaged Management:
Peterson should: 1. Call the headquarters and get confirmation on his reporting manager. 2. Take Chip into confidence and request him to participate with Hardy in decision making going forward to ensure faster and effective problem resolutions, if the supervisor is still Hardy. 3. Prepare daily progress report, document reasoning behind his decisions and set-up calls with his supervisor to identify issues and engage him on a daily basis. 4. Get approval on the following structural change:
Todd Jones to report directly to Peterson as Manager of Quality Control.
Andrews to hold his current position as Director of Operations.

B. Ineffective Communication:
Peterson should: 1. Ensure effective communication among the various teams and motivate the teams towards the common objective of meeting the target launch deadline. Initiate a rewards program. 2. Send in the communication and make himself easily accessible at all levels. 3. Set up milestones to track progress of various departments. a. Get involved with the launch team of Cantor and Green to see through positive KOL negotiations. b. Bring Miczek and Andrews together to resolve conflicts and sensitize them on the urgency of the situation and motivate them to work together to get all

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