SAM100: WILL CONSTRUCTION ROBOTICS DISRUPT THE US BRICKLAYING INDUSTRY?

Turpin, Dominique Quackenbos, Douglas Roth, Martin

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IMD

This case explores the marketing challenges that a robotics and automation technology start-up faces in the construction industry. A recommended framework for analysis is Rogers’ Diffusion of Innovations (see suggested complimentary reading by John T. Gourville). By applying the analysis of the adoption curve, students can work through the process of diagnosing what might be impeding sales of the SAM100 and then identify which market segments, targets and positioning strategies will help accelerate the adoption of this new innovation in order for it to progress through to a robust product lifecycle.

出版日
2020/07
領域
マーケティング
ボリューム
10ページ
コンテンツID
CCJB-IMD-7-2164
オリジナルID
IMD-7-2164
言語
英語