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Abstract

The case concerns the failure of a brilliant technical innovation which functioned superbly under extreme conditions and at times far beyond the manufacturer''s initial hopes and expectations. The company recognised a great market opportunity but failed to realise its potential. The reasons for this failure are typical of small businesses in general: massive under capitalisation and the lack of a financial perspective, ineffectual marketing and an inappropriate organisation structure. The company lost their initial lead and let the market opportunity slip away. The case can be used near the beginning of a Business Policy Course. It may be used with final year undergraduates, for whom it was written, or by developing a different approach with mature students on postgraduate or postexperience courses. The case has also been used with final year engineering students interested in Project Management. It has been written from the technical perspective with less emphasis on Marketing and Finance because this was how the company viewed the project.
Location:
Size:
Small
Other setting(s):
1973-1980

About

Abstract

The case concerns the failure of a brilliant technical innovation which functioned superbly under extreme conditions and at times far beyond the manufacturer''s initial hopes and expectations. The company recognised a great market opportunity but failed to realise its potential. The reasons for this failure are typical of small businesses in general: massive under capitalisation and the lack of a financial perspective, ineffectual marketing and an inappropriate organisation structure. The company lost their initial lead and let the market opportunity slip away. The case can be used near the beginning of a Business Policy Course. It may be used with final year undergraduates, for whom it was written, or by developing a different approach with mature students on postgraduate or postexperience courses. The case has also been used with final year engineering students interested in Project Management. It has been written from the technical perspective with less emphasis on Marketing and Finance because this was how the company viewed the project.

Settings

Location:
Size:
Small
Other setting(s):
1973-1980

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