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Reference no. SM118B
Published by:
Stanford Business School (2003)
11 October 2003
8 pages
Data source:
Field research


The August 2001 board meeting had marked a somewhat abrupt departure for Pixim, Inc. A newly hired vice president of business development had steered the company and board away from its early plans for digital still cameras and towards two new markets - security and 'embedded' cameras. Moreover, Siegel knew that much more 'trolling of the data' would unfold and thus the target markets could very possibly change again. To step back from the relative instability of an emerging product plan, Siegel thought the company should clarify another question first: Who were they? The mission and vision of Pixim became the agenda for the October 2001 board meeting.


Digital imaging; Market selection; Strategy
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