Case Study

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San Francisco Science: Jerry Sanders wants to form a new venture, San Francisco Science (SFS), in the hopes of recreating his entrepreneurial success with X-Cardia, a medical device company. Given his talents as a businessman and the supporting expertise of his colleagues, Schmulewitz and McHenry, he is likely to succeed. I think it makes sense to invest in San Francisco Science, and not just because of the people running it. The fundamental problem this venture addresses is a real one: People with substantive expertise in the medical devices field fail to succeed in marketing their innovations because they do not have the business acumen required. San Francisco Science attempts to bridge this gap by being the network broker who connects the right people and resources to generate a successful business venture. “Networks deliver three unique advantages: private information, access to diverse skill sets, and power.”[1] Private information is crucial in making judgments. At SFS, Sanders is the key to such information. A network broker is a very important person; he is well connected with the other entities involved in the market. Jerry Sanders was the network broker in the case of SFS. Many medical device companies did not survive in the market exactly because they did not have a successful network broker helping them make needed contacts to keep their business going. Jerry Sanders, however, was clever enough to acquire the needed contacts and information to make the venture successful. He was central to the team’s potential success. Jerry Sanders was already president and Chief Executive Officer of a successful medical devise firm, X-Cardia Corporation. His dynamic personality, ability to connect with people and find out what they needed to hear, and huge network of contacts were terrific assets to SFS. Success of the firm depends on how innovative and...
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