Title: Cochlear – hear now. And always?

Authors: Gary J. Stockport; John Gelavis; John Macdonald; Alan Millard; Glenn Morrison; Rob Pini; Alyson Vinciguerra

Addresses: Business School, The University of Western Australia, 35 Stirling Highway, Crawley, Perth, WA 6009, Australia. ' Business School, The University of Western Australia, 35 Stirling Highway, Crawley, Perth, WA 6009, Australia. ' Business School, The University of Western Australia, 35 Stirling Highway, Crawley, Perth, WA 6009, Australia. ' Business School, The University of Western Australia, 35 Stirling Highway, Crawley, Perth, WA 6009, Australia. ' Business School, The University of Western Australia, 35 Stirling Highway, Crawley, Perth, WA 6009, Australia. ' Business School, The University of Western Australia, 35 Stirling Highway, Crawley, Perth, WA 6009, Australia. ' Business School, The University of Western Australia, 35 Stirling Highway, Crawley, Perth, WA 6009, Australia

Abstract: This article documents the history of Cochlear as it has grown from its first implant in Australia in 1978 to over 120,000 implants across 100 countries by early 2010. It considers Cochlear|s differentiation focus strategy which has positioned Cochlear as the global leader in the profound hearing market segment. The article predominantly considers Cochlear|s strategy since 2004 under CEO Chris Roberts| tenure. Possible threats and the strategic challenges going forward are considered.

Keywords: high technology; differentiation focus; strategic leadership; strategic challenges; Cochlear Limited; Australia; cochlear implants; deafness; global leaders; profound hearing; market segments; CEOs; chief executive officers; top management; Chris Roberts; hearing loss; success; business strategies; globalisation.

DOI: 10.1504/IJBG.2011.042748

International Journal of Business and Globalisation, 2011 Vol.7 No.4, pp.391 - 408

Available online: 03 Oct 2011 *

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