The Business Theory
By harnessing the unique pressures of the developing world to spur innovation in design, product development, and marketing; difficult airway management methods and equipment can be brought to market that are appropriate, desirable, and profitable regardless of where in the world it is marketed.
The business model utilized is that of “Disruptive Innovation” championed by Clayton Christensen at Harvard. The idea is to use the design and economic pressures found in the developing world to produce a desirable and profitable difficult intubation system, go through the early iterations in a low regulatory cost environment, and then introduce the equipment into the developed markets.
The Toyota Corolla was designed and produced by pressures in developing Asia. The American auto industry could not adjust to the new market of economy cars demanded by the 1970s oil crisis. The ramifications of the introduction of the Toyota Corolla are still felt today. Similarly, it is likely that large established medical device companies will have a hard time responding to the low cost medical environment that looks to be coming in the future.