Case Number: 5-104-024, Year Published: 2004
HBS Number: KEL132
Marketing Strategy, Market Research, Market Analysis, Branding, Consumer Marketing, Product Management
This case addresses a new product launch into the emerging interactive television industry and the role of market research in shaping the strategic marketing plan. The case illustrates the challenges of measuring and understanding probable consumer response and adoption behaviors given a technically innovative product offering. The competitive environment is dynamic, with competitors also poised to launch. But this company hopes to retain first-mover advantage, which gives them the burden of educating the right consumers quickly and driving rapid adoption.
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