Aesculap: From Products to Process

Executive Summary

Like its parent company, B. Braun, Aesculap has built a business around a broad-based offering of products, in this case general and specialty surgical instruments and devices and orthopedic implants. Such a strategy enables Aesculap to leverage everything from product development to sales and marketing. But now, as Aesculap seeks to extend such leveraging to collaborations with its parent company, the company walks a fine line between exploiting natural synergies without sacrificing the focus that made it successful in the first place.