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Case
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Reference no. 9-502-010
Subject category: Marketing
Authors: Youngme Moon (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2002
Version: 19 October 2005
Length: 20 pages
Data source: Field research
Topics: Innovation; Technology
Notes: To maximise their effectiveness, colour items should be printed in colour.
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Abstract

The Sony AIBO is the world's first 'entertainment' robot. Positioned as a household 'companion', the USD1,500 AIBO has become a smash hit in Japan, appealing to both the young and the old, including those with little technical expertise. In the United States, the AIBO is in hot demand among 'techies' infatuated with high-tech gadgets; however, it has yet to catch on with the mainstream. The task for Takeshi Yazawa, Vice President and General Manager of Sony Entertainment Robot America, is to figure out how to market the AIBO to the American masses.
Location:
California
Industry:
Robotics
Size:
USD58.5 billion revenues, 181,800 employees
Other setting(s):
2001
Teaching note
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Reference no. 5-503-095
Subject category: Marketing
Authors: Youngme Moon (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2003
Version: 4 November 2005
Length: 17 pages
Data source: Field research
View full details
Case
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Reference no. 9-503-S82
Spanish language
Subject category: Marketing
Authors: Youngme Moon (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2003
Version: 24 September 2002
Length: 23 pages
Data source: Field research
Topics: Innovation; Technology
Notes: To maximise their effectiveness, colour items should be printed in colour.
View full details

About

Abstract

The Sony AIBO is the world's first 'entertainment' robot. Positioned as a household 'companion', the USD1,500 AIBO has become a smash hit in Japan, appealing to both the young and the old, including those with little technical expertise. In the United States, the AIBO is in hot demand among 'techies' infatuated with high-tech gadgets; however, it has yet to catch on with the mainstream. The task for Takeshi Yazawa, Vice President and General Manager of Sony Entertainment Robot America, is to figure out how to market the AIBO to the American masses.

Settings

Location:
California
Industry:
Robotics
Size:
USD58.5 billion revenues, 181,800 employees
Other setting(s):
2001

Related

Teaching note
-
Reference no. 5-503-095
Subject category: Marketing
Authors: Youngme Moon (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2003
Version: 4 November 2005
Length: 17 pages
Data source: Field research
View full details
Case
-
Reference no. 9-503-S82
Spanish language
Subject category: Marketing
Authors: Youngme Moon (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2003
Version: 24 September 2002
Length: 23 pages
Data source: Field research
Topics: Innovation; Technology
Notes: To maximise their effectiveness, colour items should be printed in colour.
View full details