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Reference no. 318-0037-1B
Published by:
INSEAD (2019)
31 pages
Data source:
Published sources


Garmin 2019 is the second in a two-part case. Case A reviews the history of Garmin from 1991 to 2008, when the personal navigation device (PND) industry is disrupted by the entry of smartphones with mapping applications. Garmin 2019 covers the decade until 2019, describing how Garmin and other major players responded to shifting consumer preferences, new developments in digital mapping and satellite networks, and the race to develop self-driving cars. In the face of a massive decline in the PND market in this period, Garmin staged a remarkable recovery, shifting focus to spread over diverse products segments, each with its own threats and opportunities. The core of the case is management's reassessment of corporate strategy across the portfolio of businesses.


Garmin; Smartwatch; Industry decline; Disruption; Global positioning; GPS; Fitness; Digital maps; Corporate advantage; Satellite networks; Smartphones; Outdoor; Wearables; Repositioning


The events covered by this item took place in 2018-2019.

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Consumer Electronics and Information Services

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