MessageTech, Inc provides digital media technologies and solutions that help customers configure their advertising to their specific needs. The company's proprietary technology has the potential to revolutionize the way large, geographically distributed retail advertising and promotion approach, allowing customers the flexibility to set up the advertising content in real time, depending on the circumstances of each individual site. The results of the beta testing show that sales to customers will increase considerably after installation messageTech. However, the company was unable to close on the sale of any large system. The newly appointed Director General has a mandate to commercialize new technologies. He must develop a strategy that balances the needs of the company in the short performance to the actions that will ensure a viable competitive position in the long term. "Hide
by Charlene Nicholls-Nixon, Ellen Jarmain Source: Richard Ivey School of Business Foundation 21 pages. Publication Date: December 6, 2001. Prod. #: 901M66-PDF-ENG
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