Gould, Inc: Graphics Division

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Case

Reference no. 9-571-071

Subject category: Marketing

Authors: Ralph Z Sorenson II (Harvard Business School); Ulrich E Wiechmann (Harvard Business School)

Published by: Harvard Business Publishing

Originally published in: 1971

Version: 29 February 1984

Length: 19 pages

Data source: Field research

Topics: Acquisitions; Diversification; Market entry; Marketing channels; Marketing strategy; Product development; Product introduction; Product lines; Product positioning

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Abstract

Describes the decision of a battery manufacturer to diversify into the computer field through acquisition and the development of a new product. Among the issues to be discussed are the company product fit, phases in new product introduction, product positioning, and distribution strategy.

Location:

United States

Industry:

Computers & electronics

Size:

USD370 million sales

Other setting(s):

1969