Invisalign: Orthodontics Unwired

Abstract

Align Inc. is a start-up company with a revolutionary, patent-protected new technology for straightening teeth called Invisalign. Invisalign is a set of invisible plastic aligners made to each patient's specific needs that substitute for metal or ceramic braces in adults (it is not sold for children's orthodontic needs). The company has created tremendous consumer awareness and affect for its product, yet sales results are dismal. Requires the reader to analyze the reasons for such poor sales and what to do to remedy the problem.

To examine distribution channel issues as well as the marketing mix for a new product introduction.

Citation

Coughlan, A., Hennessy, J., Najjar, A., Auyang, E., Batanghari, W. and Cartwright, C. (2017), "Invisalign: Orthodontics Unwired", . https://doi.org/10.1108/case.kellogg.2016.000162