學門類別
最新個案
- Leadership Imperatives in an AI World
- Vodafone Idea Merger - Unpacking IS Integration Strategies
- V21 Landmarks Pvt. Ltd: Scaling Newer Heights in Real Estate Entrepreneurship
- Snapchat’s Dilemma: Growth or Financial Sustainability
- Did I Just Cross the Line and Harass a Colleague?
- Predicting the Future Impacts of AI: McLuhan’s Tetrad Framework
- Porsche Drive (A) and (B): Student Spreadsheet
- Porsche Drive (B): Vehicle Subscription Strategy
- TNT Assignment: Financial Ratio Code Cracker
- Winsol: An Opportunity For Solar Expansion
Hasselblad: A New Chapter for the Swedish Camera Manufacturer
內容大綱
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?
學習目標
This case is suitable for courses in strategic marketing, brand management, or new product development at the undergraduate and graduate levels. After completion of the case, students should be able to do the following:<ul><li>Differentiate the medium format camera market from others in terms of market positioning.</li><li>Understand the concept of brand association.</li><li>Evaluate the advantages and disadvantages of collaboration with other companies in respect to new product development.</li><li>Appreciate brand history and how it increases customer satisfaction and loyalty.</li><li>Understand the challenges that marketing and product management present for a changing industry.</li></ul>