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Framework: Reframing the Laptop Industry
內容大綱
Nirav Patel, chief executive officer of Framework Computer (Framework), wanted to determine how to change consumer and industry attitudes toward the sustainability of their electronic devices in order to promote a more sustainable technology (tech) ecosystem. Patel, driven by a belief that users should be empowered to upgrade and repair their devices, aimed to pivot the industry toward greater environmental responsibility. Despite Framework’s innovative approach, competing in a market dominated by large multinational companies posed significant challenges. The company’s flagship product, the Framework laptop, allowed for easy upgrades of core components, advocating for a longer device lifespan and the right to repair, a stark contrast with the prevailing industry practices. With the concepts and legalities of right to repair beginning to take effect, Framework had to navigate a way to expand its market presence and improve consumer understanding of sustainability.
學習目標
This case is suitable for courses on strategic positioning, innovative design, and business strategy and sustainability to demonstrate the power and pitfalls of tech innovation companies, to identify stakeholders and systems thinking, and to differentiate between linear and circular economies.<br><br>After working through the case and assignment questions, students will be able to<ul><li>identify the market failures within the existing laptop industry;</li><li>link stakeholder theory to the right to repair;</li><li>compare the laptop industry’s linear economy to the circular economy supported by Framework, and the key obstacles they face;</li><li>understand the concept of systems thinking and apply it to Framework; and</li><li>devise potential strategies that Framework can pursue as a new entrant attempting to disrupt an established industry dominated by well-established companies.</li></ul>