iRobot's Roomba: Bringing Robots into Homes
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(Case Code: MKTG206) click on the button below, and select the case from the list of available cases:
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details:
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Price: |
| Case Code |
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MKTG206 |
For delivery in electronic format: Rs.
400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extraThemes
New product development, marketing strategies,
innovation |
| Case Length |
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18 Pages |
| Period |
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1990-2009 |
| Pub Date |
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2009 |
| Teaching Note |
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Available |
| Organization |
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iRobot
Corporation |
| Industry |
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Robotics,
Consumer Appliances |
| Countries |
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USA, Global |
Abstract:
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The case describes the efforts of iRobot Corp. (iRobot) to
develop and market an innovative product – the iRobot Roomba, a floor-cleaning
robot. The case begins with the efforts undertaken by the founders of the
company to develop robots for use in research, military and commercial
environments. Later, the focus shifted to developing a commercial robot that was
eventually named the Roomba. The case describes how the company marketed the
product, and its decision to release a later version of the Roomba as an open
hardware platform for further robotic development. The case also discusses the
factors that prevented the Roomba from becoming a mainstream product.
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Issues:
» Understand the challenges faced by companies in new product
development.
» Study the marketing strategies that can be adopted by companies when
introducing a new product in the market.
» Appreciate the need for innovation in developing and growing new markets and
industries.
» Appreciate the difficulties in transforming a niche product into a mainstream
product.
Contents:
Keywords:
Market entry strategies, Product innovation, New product
development, Roomba, iRobot, Robotics, Product design/development, Innovation,
Product line extensions
iRobot's Roomba: Bringing Robots into Homes
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