From the case study on Medneo, a large multinational healthcare company based in Germany, Line of Business Director of SMU Executive Development Katharina Lange and her co-writer, Professor in Entrepreneurship at ESCPEurope, Dr Martin Kupp, observed that the disruptive effects of innovation spread much wider than the initial change. In the aftermath of the financial crisis, the organisation made the switch from developing, producing and selling premium magnetic resonance imaging machines to hospitals and private practices to offering physicians a way to obtain and pay for MRI images as and when needed, with a new pay-per-use business model. The appeal to physicians, hospitals, insurance companies and patients was lower costs, shorter waiting times, and better quality images.