Case Detail

Case Summary


Case Number: 5-104-037

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Authors: Mohanbir Sawhney; Raj Malhotra; Kevin Agastein

Key Concepts

Marketing Strategy, Network Effects, Competitive Strategy, Partnerships and Ecosystems


This strategy simulation game focuses on dynamic decision-making in rapidly evolving technology markets. It addresses the challenges that incumbent firms face in dealing with disruptive technologies, in the context of the imaging industry. PhotoMax is an incumbent that makes cameras and film, and it must contend with a rapid but uncertain migration of its customers from analog technology to digital imaging technology. Key decisions that it must make include marketing decisions (advertising, pricing, retail channels), R&D decisions (product development strategy and spending), and partnering decisions (extent of technology licensing and licensing fees). PhotoMax must compete against another incumbent called Kanawa for market share, share of channels as well as share of complementors who join its partner ecosystem. Students are required to manage PhotoMax’s business over 20 quarters (five years) under 8 different user-selectable scenarios that vary the aggressiveness of the competitor, strength of network effects, and pace of demand change. The simulation provides a rich and challenging environment within which students can appreciate the interconnectedness of strategic decisions across functional areas as well as across time.

Number of Pages: NA

Extended Case Information

Teaching Areas: Marketing, Strategy, Technology

Geographic: NA

Industry: Photography, Imaging, Film

Organization Name: NA

Organization Department: NA

Organization Size: Large

Decision Maker Position: NA

Decision Maker Gender: Male

Year of Case: 1997