ABSTRACT
The case discusses the challenges faced by a Latin American healthtech startup, using an innovative model for 3D visualization and printing of anatomical parts for surgical purposes, as it tried to penetrate the United States healthcare market. It applies the concepts of liability of outsidership, liability of foreignness (LOF), and firm internationalization to analyze and discuss the case through a network lens. The case unearths several real-life scenarios, challenges, opportunities, pitfalls, and learning experiences that the company founders went through. This case provides fresh and unique insights into the specific dilemmas of innovative startups trying to penetrate foreign established markets, especially within knowledge-intensive sectors, and proposes several measures to counter them.
