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Prize winner
Case
-
Reference no. 9-591-133
Subject category: Marketing
Authors: R Moriarty Jr (Harvard Business Review); Kista McQuade (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1991
Version: 9 May 2002
Length: 19 pages
Data source: Field research
Topics: International marketing; Marketing strategy; Target markets; Product development; Product lines
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Abstract

Deals with the issue of niche marketing in a worldwide market. Barco Projection Systems makes video, data, and graphic projectors for the industrial market. They have traditionally been the performance leader. In August 1989, Sony Corp introduced a higher performance graphics projector at a considerably lower price than Barco's existing projector. As a result, Barco is faced with being pre-empted in their fastest growing segment by a competitor with much larger resources. Deals with how a small niche player deals with considerably larger competitors in a global environment.
Location:
Belgium
Size:
USD50 million revenues
Other setting(s):
1989-1990
Teaching note
-
Reference no. 5-592-098
Subject category: Marketing
Authors: Robert J Dolan (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1992
Version: 3 June 1992
Length: 12 pages
View full details
Case
-
Reference no. 9-504-S18
Spanish language
Subject category: Marketing
Authors: Rowland T Moriarty Jr (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1991
Version: 9 May 2002
Length: 21 pages
Data source: Field research
Topics: International marketing; Marketing strategy; Target markets; Product development; Product lines; Competition; New product marketing
View full details
Case
-
Reference no. 9-512-P01
Portuguese language
Subject category: Marketing
Authors: Rowland T Moriarty Jr (Harvard Business School); Kista McQuade (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2011
Version: 9 May 2002
Revision date: 29-Apr-2019
Length: 21 pages
Data source: Field research
Topics: International marketing; Marketing strategy; Target markets; Product development; Product lines; Competition; New product marketing
View full details
Compact case
Supplement
-
Reference no. 9-591-134
Subject category: Marketing
Authors: Kista McQuade (Harvard Business School); Rowland T Moriarty Jr (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1991
Version: 25 April 1996
Length: 1 pages
Data source: Field research
Topics: International marketing; Marketing strategy; Target markets; Product development; Product lines
View full details
Compact case
Supplement
-
Reference no. 9-591-135
Subject category: Marketing
Authors: Kista McQuade (Harvard Business School); Rowland T Moriarty Jr (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1991
Version: 25 April 1996
Length: 2 pages
Data source: Field research
Topics: International marketing; Marketing strategy; Target markets; Product development; Product lines
View full details
Compact case
Supplement
-
Reference no. 9-591-136
Subject category: Marketing
Authors: Kista McQuade (Harvard Business School); Rowland T Moriarty Jr (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1991
Version: 25 April 1996
Length: 2 pages
Data source: Field research
Topics: International marketing; Marketing strategy; Target markets; Product development; Product lines
View full details
Supporting video
-
Reference no. IMD-5-0591-V1
Subject category: Marketing
Authors: Nirmalya Kumar (International Institute for Management Development (IMD)); Jean-Philippe Deschamps (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Published in: 1998
Length: 65 minutes
Data source: Published sources
Notes: We recommend that you view the preview copy before purchasing this video. File size 4.11GB. Click for more information.
View full details
Supporting video
-
Reference no. IMD-5-0591-V2
Subject category: Marketing
Authors: Nirmalya Kumar (International Institute for Management Development (IMD)); Jean-Philippe Deschamps (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Published in: 1998
Length: 28 minutes
Data source: Published sources
Notes: We recommend that you view the preview copy before purchasing this video. File size 2.56GB. Click for more information.
View full details

About

Abstract

Deals with the issue of niche marketing in a worldwide market. Barco Projection Systems makes video, data, and graphic projectors for the industrial market. They have traditionally been the performance leader. In August 1989, Sony Corp introduced a higher performance graphics projector at a considerably lower price than Barco's existing projector. As a result, Barco is faced with being pre-empted in their fastest growing segment by a competitor with much larger resources. Deals with how a small niche player deals with considerably larger competitors in a global environment.

Settings

Location:
Belgium
Size:
USD50 million revenues
Other setting(s):
1989-1990

Related

Teaching note
-
Reference no. 5-592-098
Subject category: Marketing
Authors: Robert J Dolan (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1992
Version: 3 June 1992
Length: 12 pages
View full details
Case
-
Reference no. 9-504-S18
Spanish language
Subject category: Marketing
Authors: Rowland T Moriarty Jr (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1991
Version: 9 May 2002
Length: 21 pages
Data source: Field research
Topics: International marketing; Marketing strategy; Target markets; Product development; Product lines; Competition; New product marketing
View full details
Case
-
Reference no. 9-512-P01
Portuguese language
Subject category: Marketing
Authors: Rowland T Moriarty Jr (Harvard Business School); Kista McQuade (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2011
Version: 9 May 2002
Revision date: 29-Apr-2019
Length: 21 pages
Data source: Field research
Topics: International marketing; Marketing strategy; Target markets; Product development; Product lines; Competition; New product marketing
View full details
Compact case
Supplement
-
Reference no. 9-591-134
Subject category: Marketing
Authors: Kista McQuade (Harvard Business School); Rowland T Moriarty Jr (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1991
Version: 25 April 1996
Length: 1 pages
Data source: Field research
Topics: International marketing; Marketing strategy; Target markets; Product development; Product lines
View full details
Compact case
Supplement
-
Reference no. 9-591-135
Subject category: Marketing
Authors: Kista McQuade (Harvard Business School); Rowland T Moriarty Jr (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1991
Version: 25 April 1996
Length: 2 pages
Data source: Field research
Topics: International marketing; Marketing strategy; Target markets; Product development; Product lines
View full details
Compact case
Supplement
-
Reference no. 9-591-136
Subject category: Marketing
Authors: Kista McQuade (Harvard Business School); Rowland T Moriarty Jr (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1991
Version: 25 April 1996
Length: 2 pages
Data source: Field research
Topics: International marketing; Marketing strategy; Target markets; Product development; Product lines
View full details
Supporting video
-
Reference no. IMD-5-0591-V1
Subject category: Marketing
Authors: Nirmalya Kumar (International Institute for Management Development (IMD)); Jean-Philippe Deschamps (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Published in: 1998
Length: 65 minutes
Data source: Published sources
Notes: We recommend that you view the preview copy before purchasing this video. File size 4.11GB. Click for more information.
View full details
Supporting video
-
Reference no. IMD-5-0591-V2
Subject category: Marketing
Authors: Nirmalya Kumar (International Institute for Management Development (IMD)); Jean-Philippe Deschamps (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Published in: 1998
Length: 28 minutes
Data source: Published sources
Notes: We recommend that you view the preview copy before purchasing this video. File size 2.56GB. Click for more information.
View full details
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