The Diffusion of D-BOX Technology: Abstract
D-BOX Technologies is a Longueuil-based company seeking to position itself as a pioneer in the development of motion simulators for home theatre systems. The firm is facing many of the problems inherent in the introduction of a radically new product as well as challenges related to the adoption of its product by consumers. This case proposes an application of marketing principles related to new product introduction, with an emphasis on adoption barriers and facilitators as well as on the concept of network externalities.
The case’s pedagogical objective is to make students aware of the cycle of adoption for new products and innovations, as well as the different types of adopters. One can introduce the many barriers to adoption defined in Rogers’ model, among others. This case can also be used to stimulate a discussion on the advantages/disadvantages of being a market pioneer by introducing the notion of network externalities, among other concepts.
Teaching notes are available for teachers only. Contact the HEC Montréal Case Centre for more information.