Strategic Maneuvering in Healthcare Technology Markets: The Case of Emdeon Corporation

Strategic Maneuvering in Healthcare Technology Markets: The Case of Emdeon Corporation

Kirill M. Yurov (University of Illinois at Chicago, USA), Yuliya V. Yurova (University of Illinois at Chicago, USA) and Richard E. Potter (University of Illinois at Chicago, USA)
Copyright: © 2007 |Pages: 13
DOI: 10.4018/jebr.2007070101
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Abstract

Healthcare technology markets have been recently identified as potential investment targets. Having survived a major environmental shock, the dot.com bust, firms in the healthcare technology industry are presently experiencing an impressive revenue growth. In this study, we investigate the strategies of Emdeon Corporation, a healthcare technology firm whose e-business model provides clues for achieving a sustained revenue growth and profitability. We trace the current sustainability of Emdeon’s e-business model to a related diversification strategy that the firm’s upper management has pursued via mergers and acquisitions (M&As). We also address the motivation behind current restructuring of Emdeon’s e-business model. We argue that maturation of diversified e-business models leads to the transformation of individual segments into distinct entities focusing on specific technology markets.

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