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Abstract
This case describes and analyses the conflict which arose between the giant companies of the recording and electronics industries, as a result of the Digital Audio Tape (DAT) sound system. It demonstrates the principles of Porter's industry structure model in action and the influence that powerful third parties can have in the development of a marketing strategy. Using a lively and topical example that students can relate to, the case demonstrates some of the problems and power struggles which can undermine a marketing strategy for a new product.
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Abstract
This case describes and analyses the conflict which arose between the giant companies of the recording and electronics industries, as a result of the Digital Audio Tape (DAT) sound system. It demonstrates the principles of Porter's industry structure model in action and the influence that powerful third parties can have in the development of a marketing strategy. Using a lively and topical example that students can relate to, the case demonstrates some of the problems and power struggles which can undermine a marketing strategy for a new product.
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