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Case
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Reference no. 9B00A023
Subject category: Marketing
Authors: Niraj Dawar (Ivey Business School, Western University); Cameron Bramwell (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 2000
Version: 2000-09-28
Length: 10 pages
Data source: Field research
Topics: Pricing; New products; Intellectual properties; Market strategy
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Abstract

As cable operators across Europe go digital, they will require a means of remotely upgrading the applications software on subscribers'' digital set-top boxes, using some kind of loader software to do so. Intellibyte Inc, a small Canadian software firm, has developed the only remote loader software that currently meets the specifications of the European Cable Communications Association. However, it must sell the software to manufacturers of set-top boxes before cable operators can use it. The competition is no more than two years behind. The president must decide among several pricing and positioning alternatives for intellectual property products in a complex industry.
Location:
Europe, Canada
Industry:
Business services
Size:
Small
Other setting(s):
2000
Teaching note
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Reference no. 8B00A23
Subject category: Marketing
Authors: Niraj Dawar (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 2001
Version: 2001-02-02
Length: 5 pages
Data source: Field research
View full details

About

Abstract

As cable operators across Europe go digital, they will require a means of remotely upgrading the applications software on subscribers'' digital set-top boxes, using some kind of loader software to do so. Intellibyte Inc, a small Canadian software firm, has developed the only remote loader software that currently meets the specifications of the European Cable Communications Association. However, it must sell the software to manufacturers of set-top boxes before cable operators can use it. The competition is no more than two years behind. The president must decide among several pricing and positioning alternatives for intellectual property products in a complex industry.

Settings

Location:
Europe, Canada
Industry:
Business services
Size:
Small
Other setting(s):
2000

Related

Teaching note
-
Reference no. 8B00A23
Subject category: Marketing
Authors: Niraj Dawar (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 2001
Version: 2001-02-02
Length: 5 pages
Data source: Field research
View full details