Entrepreneurial and Small Business Operations Commons^™

Strategies To Expand The U.S. Automated External Defibrillator Market, Arturo Cervantes

Walden Dissertations and Doctoral Studies

Despite defibrillation as the only effective treatment for sudden cardiac arrest (SCA), less than 15% of homes and public facilities have access to an automated external defibrillator (AED). In the United States, ineffective response to SCA cases occurring each year classifies it as a business problem for medical device manufacturing leaders, emergency responders, and bystanders. The purpose of this multicase study was to explore the marketing strategies AED manufacturing leaders use to expand their consumer customer base. Data were collected via in-depth interviews with a purposive sample of participants from 2 U.S. AED manufacturers on the east coast, 2 AED …