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Case
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Reference no. 9B05M045
Subject category: Strategy and General Management
Authors: Daniel Day (TRACOM Group); Charlene Nicholls-Nixon (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 2004
Version: 2017-01-16
Revision date: 15-Feb-2017
Length: 10 pages
Data source: Published sources
Topics: Technology; New products; Entrepreneurship; General management/strategy
Share a link: https://casecent.re/p/63990
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Abstract

The inventor and founder of DEKA research was deciding whether to commercialize his latest invention, the Segway Human Transporter, a self-balancing, battery-operated scooter. The transporter was envisioned as an alternative mode of personal transportation in traffic-clogged urban environments. It also had potential application in developing countries with limited transportation infrastructure. With the versatility to carry riders on sidewalks, rough ground, icy surfaces and inside buildings, the market potential seemed unlimited. Yet, the Segway Human Transporter represented an unconventional transportation choice for potential users. Would there be a market for it, or would it be seen as nothing more than a cool invention? Should the inventor proceed with commercialization, and if so, how?
Location:
United States
Industry:
Manufacturing
Size:
Small
Other setting(s):
2000
Teaching note
-
Reference no. 8B05M45
Subject category: Strategy and General Management
Authors: Charlene Nicholls-Nixon (Ivey Business School, Western University); Daniel Day (TRACOM Group)
Published by: Ivey Publishing
Originally published in: 2005
Version: 2005-08-09
Length: 11 pages
Data source: Published sources
View full details

About

Abstract

The inventor and founder of DEKA research was deciding whether to commercialize his latest invention, the Segway Human Transporter, a self-balancing, battery-operated scooter. The transporter was envisioned as an alternative mode of personal transportation in traffic-clogged urban environments. It also had potential application in developing countries with limited transportation infrastructure. With the versatility to carry riders on sidewalks, rough ground, icy surfaces and inside buildings, the market potential seemed unlimited. Yet, the Segway Human Transporter represented an unconventional transportation choice for potential users. Would there be a market for it, or would it be seen as nothing more than a cool invention? Should the inventor proceed with commercialization, and if so, how?

Settings

Location:
United States
Industry:
Manufacturing
Size:
Small
Other setting(s):
2000

Related

Teaching note
-
Reference no. 8B05M45
Subject category: Strategy and General Management
Authors: Charlene Nicholls-Nixon (Ivey Business School, Western University); Daniel Day (TRACOM Group)
Published by: Ivey Publishing
Originally published in: 2005
Version: 2005-08-09
Length: 11 pages
Data source: Published sources
View full details