This case is reserved for use by Columbia Business School Faculty only.
What strategy should Dr. Sun, founder and CEO of Neurovista, consider when planning growth for his company in a field with growing demand for devices that capture brain activity, but with limited commercial and regulatory traction in the United States?
What strategy should Dr. Sun, founder and CEO of Neurovista, consider when planning growth for his company in a field with growing demand for devices that capture brain activity, but with limited commercial and regulatory traction in the United States?
Dr. Sun Yu founded Neurovista to capture electrical activity from within the brain and integrate it into medical or consumer products. Initial success with these brain computer interfaces (BCI) was in the medical field notably with Elon Musk’s Neuralink through their work with paralyzed individuals. Dr. Sun wanted to take his startup more mainstream and target the technology to address a common worldwide concern: quality of sleep. In this case, students will learn the history of product development at Neurovista and discuss the advantages and challenges of Sun’s vision of mainstream placement.
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