Innovating touch : the strategic shift in laptop design / Anuradha Basu, Gary Richman, Andy Borchers.

Format:

Book

Author/Creator:

Basu, Anuradha, author.

Richman, Gary, author.

Borchers, Andy, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Marketing--Management--Case studies.

Marketing.

Product design--Case studies.

Product design.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : Society for Case Research, 2024.

Summary:

This critical incident (CI) describes how a team within Intel successfully championed touchscreen technology for laptops in 2011, while negotiating external as well as internal challenges. It presents the dilemma Intel faced in determining the appropriate strategy to adopt and the actions to take to maximize this opportunity for itself and the Personal Computer (PC) industry. Although the CI describes a situation that occurred in 2011, the insights and concepts offered by the CI in responding to marketing opportunities and obstacles, are universal and timeless. They include finding or creating innovation that can be validated via a minimum viable product (MVP), enabling the adoption of that innovation through partnerships while reducing any technology or infrastructure barriers, and creating marketing pull by effectively communicating the unique value proposition.

Notes:

Description based on XML content.

ISBN:

979-83-488-3439-5

OCLC:

1569208837

Publisher Number:

T299409