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Wright Medical: Surviving as a Mid-Sized Device Company

As Wright Medical's success suggests, the key for mid-tier companies lies not so much in devising innovative sales and marketing programs for these new customers, but in product planning and portfolio design, crafting the right product line for a more cost-conscious customer, while tapping into those technologically innovative opportunities that still exist.

by David Cassak

Three years ago, orthopedic implant manufacturer Kirschner MedicalCorp. seemed an unlikely candidate for a takeover battle. With revenues of around $70 million, it had a solid product line but flat...

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