Rao, B. (Polytechnic Institute of New York University)
Published in:
2005
Length:
17 pages
Data source:
Published sources
Abstract:
This case describes new digital imaging technology introduced by a California start-up, Foveon, Inc. While the technological innovation brought about by the invention of the X3 chip was significant, Foveon faced significant challenges in getting the product known and adopted in the marketplace. The challenges of introducing a drastically new paradigm in an established industry, and the need for market research and product positioning are the key focus areas. Teaching objectives include: (1) understanding the nature of paradigmatic shifts in technology; (2) marketing, branding and positioning challenges brought about by the launch of a new technology; and (3) the role of partnering to advance firm goals. This case can potentially be taught in courses on innovation management, marketing and emerging technologies. This case was developed based on a graduate level class in marketing taught at Polytechnic University in New York.
