Maxim, headquartered at San Jose in California, was founded in 1983 by Jack Gifford and other professionals with experience in semiconductor design and sales. The company posted $2.47 billion in sales in 2011, with 9,300 employees, and 35,000 customers worldwide. Maxim's expertise is in developing highly integrated analog and mixed-signal semiconductors. Maxim set up a technology design center in Bangalore in 2006. The Bangalore center had grown over the years and moved up the value chain in terms of contributing to technology design at Maxim. Gopal Krishna, head of India operations, had joined Maxim in 2009. In mid-2011, Gopal Krishna was contemplating the new context that Maxim faced in India. So far, India had been a location that contributed to design in Maxim. In recent years, India as a market appeared increasingly attractive. As a first step towards exploring this opportunity, Gopal decided to engage with the marketing faculty at Indian Institute of Management Bangalore. Energy, banking security, and medical diagnostics were identified as promising sectors. The team decided to initially focus on medical diagnostics for detailed examination. A team of students interviewed medical professionals including doctors and administrators. Analysis of the interviews revealed possibilities for further research.