In early 2009, Microsoft started to prepare for the launch of its next operating system, Windows 7. Successful marketing Windows 7 has become the basis for the company, which has faced many challenges in recent years, including commercial and public relations failure of its latest operating system, Windows Vista. While Windows 7 has received strong pre-release reviews, its success depends on the ability of Microsoft to overcome the lingering skepticism and dissatisfaction with Windows Vista. Case presents students with the opportunity to carry out extensive analysis of the difficulties in launching a new product in accordance with the commercial and public relations failure precursors and provides a platform for exploring the psychology (from both consumers and the management point of view) for the adoption of a new product. The case is built to facilitate the analysis of relationships fail Vista, with the psychological foundation. Based on this analysis, the students the task of developing a strategy for the launch of Windows 7 and make decisions related to advertising communication, pricing, products, choice of target market and brand image. "Hide
by Miranda Goode, Matthew Ball Source: Richard Ivey School of Business Foundation 25 pages. Publication Date: August 13, 2009. Prod. # 909A23-PDF-ENG
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