Case Number: 5-404-751, Year Published: 2005
HBS Number: KEL135
Forecasting, Market Research, Market Segmentation, Conjoint Analysis
Motorola's spin-off of Iridium, a global telecommunications system, represented a significant business risk for Motorola, as many of its talented executives joined the venture in the late 1990s. This bold technology gamble suffered from numerous marketing missteps which led to Iridium's bankruptcy in August 1999.
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