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Prize winner
Subject category: Marketing
Published by:
Institute for Management Development (IMD) (2020)
Revision date:
10 pages
Data source:
Field research


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.


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


The events covered by this item took place in 2017.

Geographical setting

United States

Featured company

Company name:
Construction Robotics
Construction and engineering

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Awards, prizes & competitions

2020 - EFMD Case Writing Competition - category winner

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