Apple's iPad: Redefining the Tablet PC Industry?
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To download Apple's iPad: Redefining the Tablet PC Industry? case study
(Case Code: MKTG264) 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 generalized experience of the authors, 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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MKTG264 |
For delivery in electronic format:
Rs. 600;
For delivery through courier (within India): Rs. 600 + Shipping & Handling Charges extraThemes
Consumer Behavior / New Product launch
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| Case Length |
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23 Pages |
| Period |
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2009-2010 |
| Pub Date |
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2011 |
| Teaching Note |
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Not Available |
| Organization |
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Apple Inc |
| Industry |
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Computers and Peripherals |
| Countries |
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US, Global |
Abstract:
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This case discusses the launch of Apple iPad, one of the most hyped gadgets in Apple’s history. Analysts believed that if iPad delivered on its promises, it could easily become a sign for future computer gadgets coming into the tablet PC market. After the Apple iPad was launched, a number of giant computer software and hardware companies were expected to come up with products that would not only be able to compete with the Apple iPad but would also help them regain their market share. Analysts felt that tablet PCs were going to sell about 10 million units in the year 2010 alone and the competition for the iPad was set to heat up with many rival products entering the market. The year 2011 was expected to be the year of iPad’s competition and Apple had to gear up to meet the competition.
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Issues:
» Understand the basic elements of diffusion of innovation process.
» Understand the different types of innovations.
» Understand the theory of diffusion of innovation given by Everett M. Rogers (influence of product characteristics on diffusion of innovation, Adopter categories, etc).
» Understand the stages involved in consumer adoption of a new product.
» Examine the different characteristics and personality traits of consumer innovators and later adopters.
» Understand the relative importance of different types of information sources in the adoption process.
» Understand the role of innovators and opinion leaders in innovation adoption through Frank Bass model of diffusion of innovation.
» Appreciate the different strategy adopted by the marketer to increase rate of a new product adoption.
Contents:
Keywords:
Innovation, Disruptive innovation, Diffusion of innovation, Influence of product characteristics on diffusion of innovation, Adopter categories, Stages involved in consumer adoption of a new product, Frank Bass model of diffusion of innovation, Apple, iPad
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