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Gould, Inc.: Graphics Division (Spanish version)

Sorenson, Ralph Z. ; Wiechmann, Ulrich E.

Reference: HBS-520S10
Year: Event Year Start:1969
Number of pages: 20
Geographic Setting: Geographic Setting:United States
Publication Date: Apr 1, 1971
Fecha de edición: Feb 29, 1984
Source: HBSP (USA)
Type of Document: Case
Industry Setting: Computers & electronics

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Description

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.

Keywords

Acquisitions Diversification Market entry Marketing channels Marketing strategy Mergers & acquisitions Product development Product introduction Product lines Product positioning