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The Other Side of Innovation: Solving the Execution Challenge by Chris Trimble, Vijay Govindarajan

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CHAPTER THREE

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Manage the Partnership

AETNA, THE $30 BILLION health insurer, had for decades served employers, particularly large corporations, by providing health benefits to their employees. But in 2005, one Aetna leader, Laurie Brubaker, was convinced that Aetna could no longer afford to overlook the market for individual health insurance policies. Nearly 45 million individuals in the United States were uninsured, and as many as 20 million more had inadequate insurance. As part of the strategic planning cycle that year, CEO Ron Williams asked Brubaker to piece together a business plan. The numbers were compelling, and Williams asked Brubaker ...

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