Product details

Share this page:
Thumbnail image for IMD-7-2164
Prize winner
Subject category: Marketing
Published by:
Institute for Management Development (IMD) (2020)
Version:
02.07.2020
Revision date:
27-Jul-2020
Length:
10 pages
Data source:
Field research

Abstract

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.

Topics

Marketing; Disruption; Innovation; Target marketing; Positioning; Differentiation; Branding; Robotics; Automation; Business to business

Setting

The events covered by this item took place in 2017.

Geographical setting

Country:
United States

Featured company

Company name:
Construction Robotics
Industry:
Construction and engineering

Access this item

casecent.re/p/170812
View our pricing guide
or to see prices.

Awards, prizes & competitions

2020 - EFMD Case Writing Competition - category winner

Reviews & usage