After its foundation in the late 1980s, Cree Inc. rapidly grew into a major player in the emerging LED market. In this particular context, a tactical conundrum was faced by Cree: Should it emphasize on its historical expertise in manufacturing LED "chips" and parts for utilization in other manufacturers' applications and screens, where LEDs now had customary usage? Or should it instead try the risky venture of producing its own LED light-bulbs for direct sale to consumers for general lighting? This case presents the history of Cree and information on the LED and general-lighting markets, as background for a discussion on Cree's strategic option.
PUBLICATION DATE: March 01, 2011 PRODUCT #: 711457-HCC-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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