Digital Video Recorders: Starting a TV Revolution? Case Solution
Abstract:
In 1999, TiVo and Replay Networks introduced the first digital video recorders (DVR) to replace the video cassette recorder (VCR) and move tv viewing into the digital age. Experts predicted fast home adoption based on the enjoyment the DVR had produced in pre-launch market research study.
Pedagogical Objectives:
The case illustrates the challenges a firm faces when launching a really new technology and creating a new goods category. A strong marketing effort that guides customers through the adoption journey is needed to overcome these hurdles.
This is just an excerpt. This case is about Marketing
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