Liu Can Yo (014201700157)

Nurul Azzahrah (014201700079)

Strategic Management of Technological

Innovation
Agenda
Style
01 Introduction

02 Study Case

03 The Answers of The Study

Case
Introduction
An Israeli electro-optical engineer and
the inventor of wireless-capsule
endoscopy. Initially, at RAFAEL
Armament Development Authority
working on guided missile technology,
Iddan got the idea for an endoscopic
capsule while on sabbatical in Boston
from a neighbour of his, an Israeli
gastroenterologist suffering from
undiagnosed stomach pain. After
working on the idea for almost twenty
years, he successfully created a
prototype in 1998 – a disposable pill-
sized camera that passes straight
through the digestive tract, continuously
broadcasting to an external receiver.
Iddan's invention was approved by the
FDA in 2001

1. Please describe briefly (in bullet points) what this
case is all about.
2. What factors do you think enabled Iddan, an
engineer with no medical background, to pioneer the
development of wireless endoscopy?
3. To what degree would you characterize Given’s
development of the camera pill as “science-push”
versus “demand-pull”?
STUDYCASE
4. What were the advantages and disadvantages of
Iddan and Meron collaborating with dr. Swain’s
team?
5. What were the advantages and disadvantages of
Given being owned by Medtronic?
1. Please describe briefly (in bullet points) what this case is all about.
Iddan’s friendship with gastroenterologist Dr.
Scapa was one of the driving forces that
enabled Iddan to pioneer the development of
the camera pill
The development of charge coupled devices
(CCD) and complementary metal oxide
semiconductors (CMOS) were also responsible
for the possibility of downscaling from missiles
to capsules.
His experience with electro-optical instruments
to enhance missiles was transferrable to the
medical application. Iddan’s curiosity and
versatile engineering skills were also crucial in
the development.
During the later stage of the project, the
support from Gavriel Iddan and collaboration
with Dr. Swain’s group enabled quicker
development of a prototype into a product.
2. What factors do you think enabled Iddan, an engineer with no medical
background, to pioneer the development of wireless endoscopy?

Initially, when dr. Scapa had asked Iddan about the possibility of viewing the
small intestine better, there was a demand for the product, demand-pull but
due to insufficient science-push, lack of scientific discovery, there was no
progress made. Ten years later, the technology had advanced sufficiently to
provide the solutions required to overcome the existing painful procedures.
Hence, from this point on, Given’s development of the camera pill was mainly
driven by demand-pull because the unavailability of a more convenient
wireless endoscopy solution led to the development of the camera pill.
3. To what degree would you characterize Given’s development of the camera pill as
“science-push” versus “demand-pull”?

The camera pill illustrates the fact that many innovations are not stricky
science
push or demand pull, but rather are a more iterative combination of the two.
When Scapa approached lddan about the problem of viewing the small bowel,
that represented demand pull. However, at that time science had not really
yielded
a solution that was apparent to lddan. Later, developments in optics
technology and charge coupled devices suggested a possible solution to lddan
(just as the availability of miniature spy cam did for Swan's team) ; thus science
revealed a new potential response to an existing problem.
4. What were the advantages and disadvantages of Iddan and
Meron collaborating with Dr. Swain’s team

lddan was likely more The two teams thus had

familiar with the
mechanical engineering
aspects of the camera pill.
But Swain's team was
probably much more
familiar with the anatomical
demands that would be
placed upon the device,
and the diagnostic
objectives
complementary skills.
Furthermore, by
collaborating, they avoided
competing to be first to
patent and introduce the
device and this avoided
needless costs and price
competition.
5. What were the advantages and disadvantages of Given
being owned by Medtronic?

Being owned by Medtronic would give Given access to much

greater resources to market and distribute its products, potentially
helping it to gain greater global reach. Medtronic had more
capital, more expertise, and more sales and marketing personnel
to help promote products to hospitals and physicians. On the
downside, Iddan would likely lose a significant amount of control
over the business.
THANK YOU
ANY QUESTIONS?