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Published by:
Ivey Publishing (2016)
Version:
2016-05-24
Revision date:
21-Jul-2016
Length:
9 pages
Data source:
Field research

Abstract

Swedish camera manufacturer Hasselblad was founded in 1841. The brand reached new heights in 1969, when astronaut Neil Armstrong used a Hasselblad camera to take the first photos on the moon. For decades, Hasselblad was renowned for making the world's best high-end, medium format cameras for professional photographers. Faced with the paradigm shift from film-based to digital imaging, the company launched digital cameras and also diversified into the luxury digital camera market through a strategic partnership with Sony. On November 5, 2015, Hasselblad announced a minority stake investment by Shenzhen-based DJI, a global market-leader in aerial camera photography. Changes to Hasselblad were inevitable. Was Hasselblad poised to take its core competency in medium format photography to the next level?

Topics

Camera; Luxury; Premium; Market leadership; Marketing; Entrepreneurship; International
Location:
Industry:
Size:
Medium
Other setting(s):
2015

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