Document Type
Accepted Case Study
Department
Barowsky School of Business
Source
The Case Journal
Publication Date
2025
Introduction
Charles "Chuck" Benson, CEO of TechBio Industries, recollected an early Monday morning in March 2019 when he boarded a flight from San Francisco to Philadelphia to meet with the CEO of MedX Supply Chain. During the meeting, MedX requested TechBio to cut prices by 15%, threatening to source their products from a Chinese manufacturer. MedX reasoned that 60% of the market did not care about the quality of disposable lab products. Consequently, TechBio lost most of MedX's contracts, causing their sales to drop from $40 million to $30 million in about a year.
Rights
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Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License