Abstract

Toshiba, a leading multinational electronics company, had spent millions of dollars in developing and marketing HD DVD, the next generation in optical disc technology. However, when the competing format, Blu-ray, gained a lead over the HD DVD, several of Toshiba's partners defected to the rival camp, forcing the company to abandon the format. The case traces some of the developments that led to Toshiba's failure to establish its HD DVD format as the industry standard.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The teaching objectives of this case are to:
• Recognize the importance of strategic alliances in popularizing new technologies
• Appreciate the significance of market forces in the adoption of new technologies

Keywords

HD DVD, Toshiba, Blu-ray, Diffusion of technology, Digital download, Strategic Alliances, Format wars