Ecton, Inc. was founded in early 1996 with the goal of improving the technology that enables cardiac ultrasound to become a cost-effective screening and monitoring tool. Ecton's specialty was the development of an easy-to-use Doppler echocardiography instrument. The goal was to price the tool at $38,000, which is less than half the price of low-end scary machines already on the market. Ecton had an exceptional group of talented, experienced and hard working people. Furthermore, the company was led by Michael Cannon, who had been an executive for 11 years prior to this commitment at Ecton; this suggests that Ecton was in good hands. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essay If I were a business owner in Ecton, I would prepare to remain independent for a number of reasons. First, for a new company, Ecton was showing signs of a future giant. The exceptional teamwork was helping Ecton get their name out there in the market in a respectable way. Ecton's main instrument was the Doppler echocardiograph and many hospitals and doctors were beginning to show interest in it. There was a high possibility that Doppler echocardiography instruments would eventually replace the more expensive instruments used to image the body's internal soft tissues. Furthermore, the purchase of new machines was slowed down in the early 1990s, so it was possible that the demand for modern equipment would be high in the future. There was also a demand for a cheap and convenient tool for pediatricians to assess whether newborns had birth defects in the way their hips were formed. Radiographic diagnosis was very expensive, inconvenient, and involved radiation. Therefore, using a compact ultrasound machine could be very useful for pediatricians. Remaining an independent company also required skills and resources to compete with larger companies. Ecton not only has a core of talented engineers, but also has the required skills in marketing, manufacturing and sales. According to the 2x2 matrix, the organization's process and value fit was poor for Ecton. Their innovation was disruptive and larger companies were less likely to retaliate against Ecton. This is one of the main reasons to remain independent and stick with innovative ideas rather than selling or merging with a larger company. Please note: this is just an example. Get a custom paper from our expert writers now. Get Custom Essays Ecton Designs and produces compact echocardiographic instruments for diagnostic ultrasound applications, which means they have a huge opportunity in North America, where healthcare services are dramatically growing. While merging with a larger company would bring better resources and larger market share, I believe it would also minimize the potential currently held by Ecton. Ecton could become a large and successful company. The company should focus on creating a unique selling proposition through precise tools in different segments of healthcare. This will help them gain more control over the market through new opportunities. Additionally, Ecton may look to improve sales, marketing and manufacturing resources. They have developed a product that challenges higher priced tools while providing satisfying results for customers. This was achieved by engineering and design talents. This is a fairly new company and the product is almost completed. Once the product is released, it is highly likely that the market share of.