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Dr. Burns

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DR. NICHOLAS BURNS, DDS

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907D07

Eleni Mitsis prepared this case under the supervision of Professor John Haywood-Farmer solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors might have disguised certain names and other identifying information to protect confidentiality. Ivey Management Services prohibits any form of reproduction, storage or transmittal of this material without its written permission. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Management Services, c/o Richard Ivey School of Business, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail cases@ivey.uwo.ca. Copyright © 2007, Ivey Management Services Version: (A) 2007-03-12

One Friday afternoon in September 2005, Dr. Nicholas Burns, a sole practitioner dentist from Busby, Ontario, was driving home from a continuing education course on gum disease. At the course, he had overheard two dentists discussing Waterlase®, the new dental laser that allowed dentists to perform dental treatments without anaesthesia. One of the two was purchasing this technology. Burns had seen an increasing number of journal articles about the laser in recent years. Although he had wondered whether he should acquire one, he had held off because his instincts told him that the laser might not be the magic wand many made it out to be. Furthermore, Burns was particular about the type of technology he purchased for his practice. He wanted to ensure that it would be economically profitable or would provide him with a piece of technology that was becoming standard in dentistry. As Burns pulled

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