Captivate Network: Michael DiFranza venture
See Michael DiFranza presentation here
Color Kinetics: Light your colorful mind
See the George Mueller presentations here
MarketSoft Corporation: Winning the Marketplace
See the Greg Erman presentation here
KEURIG: Coffee House Taste by the Cup
See the Nick Lazaris presentation here
Ethnographic Research Method for Business Applications
Introduction The present study wants to reveal what is the qualitative Ethnographic Research (ER) method about, what is their scope, under what circumstances is advantageous to use, the limitations and some recommendations to have the best understanding. The inspiration starts with the successful experience of Hyundai and the use of their own ER method called “Touch [...]
Innovation in the insulin´s industry: Eli Lilly & Pfizer
Introduction The focus of the present paper is to understand why the pharmaceutical companies Eli Lilly and Pfizer failed in the introduction of what was supposed to be priced premium innovative products like the 100% pure synthetic insulin “Humulin” or the inhalable insulin “Exubera” and make the correspondent recommendations for the future develop of the firms. [...]
Pfizer´s Exubera: Changing the strategy, looking for new customers
As we saw in the Eli Lilly case, the company tried to sell products like the synthetic insulin Humulin, where really there was no market that has willing to pay premium prices, no pain found, and as Adams (2002) tells us, first we have to validate the market and ask what product customers want. In this [...]
Shifting the basis of competition: The DoCoMo opportunity
The company DoCoMo built their strategy for its “i-mode” service around some competitive advantages related with the exclusiveness and restricted access of their for-subscribers content. One main difference form other mobile carriers was that this content was provided by third party partners. Another brilliant decision was to use young people as initial target customers, because [...]
The amazing iPod: “Open the pod bay door, HAL”
It´s amazing how the iPod was developed. We can make the questions, what drives an innovative product? The technology, the idea, the adaptation to the need of the potential customers? Maybe it´s all of it. The insights that Steve Jobs gives us can bring some lights. Innovation it´s not a process, it comes from the passion [...]
Looking for Competitive Advantages: The Schwab Company
The company Schwab has faced diverse threats and opportunities within its life. The first one was in 1975 when the government deregulated the brokerage commissions, permitting the companies to change their strategies on how they competed increasing the rivalry of the existing companies or the potentially new ones (Schilling, 2008). Schwab took advantages of this, providing [...]
Eli Lilly Case: Looking for the pain
In the year 1995 Eli Lilly and Company (ELC) was enjoying a great success with their results, being by far the largest pharmaceutical firm for diabetes disease in the US, having near the 80 percent of the insulin market. Ron Chance, a Lilly research, said that “We can´t get any better than Humulin. And we can´t [...]
Crossing the chasm: Choosing the right market for Color Kinetics
In the year 1999 the LED technology had some difficulties remaining to the product itself, like being expensive, difficult to install, not very bright and not come in white lightning. But by the other hand, had some interesting and unique characteristics like having rich saturated colors, could be programed to run automatically in sequence of changing [...]
The Genzyme case: Beyond innovation
The company Genzyme and their starting product Ceredase are clear examples of a firm that went beyond innovation, reaching the status of a real entrepreneurship firm. The company started its operation in the year 1981, and was formed by a group of scientist that worked investigating genetically inherited enzyme diseases. In further years they generated excellent results, [...]
