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Prize winner
Authors:
Published by:
Ivey Publishing (2014)
Version:
2014-07-28
Revision date:
22-Aug-2014
Length:
16 pages
Data source:
Field research

Abstract

GREENoneTEC, the global market leader in manufacturing flat plate solar thermal collectors, was facing new challenges: the potential market entry of Chinese low-cost competitors and a substitution threat from photovoltaics. The company's founder and chief executive officer had developed GREENoneTEC from a garage start-up to the industry's leading firm; however, GREENoneTEC's research and development, production, quality, sales and distribution strategies, and diversification into other segments of the solar market would all have to be considered from new angles. How could GREENoneTEC create and maintain a sustainable competitive advantage in this changing and difficult environment?

Topics

Low-cost competition; Competitive advantage; Solar industry; Austria; General management/strategy; International; Entrepreneurship
Location:
Industry:
Size:
Medium
Other setting(s):
2012

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Awards, prizes & competitions

2014 - John Molson MBA Case Writing Competition - $1000 prize winner

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