Montague was developed important innovation that creates new subcategory in the bicycle industry: a full-size, high-quality bike that folds. In contrast to the existing small wheeled folding bicycles, which are portable, but with worse performance, Montague folding bike has a look, feel and performance of the standard bike. However, while the company has experienced considerable success since its inception, it has not achieved wide distribution of their innovations. What should the company do to increase penetration? How to overcome the reputation of Montague folding bikes as lower performers and convince consumers, dealers, and other qualities of the bicycle? How can a company get consumers will not notice the innovation when the bike looks like a normal bike? In other words, as Montague balance between the need to look like a regular bike for the legitimacy of the need to achieve the signal, looking different? What segment of the market should be targeted Montague - customers who are looking specifically for a folding bike, or consumers are interested in a full-size bike, but for which the folding function can add value? Finally, it is to license its technology Montague one of the leading manufacturers of bicycles core to increase adoption, against the continuing alone in the product market? "Hide
by Maria Tripsas Source: Harvard Business School 21 pages. Publication Date: December 4, 2007. Prod. #: 808087-PDF-ENG
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