Bukser & Berging (A): The Escort Fin First Tractor Tug Project Harvard Case Solution & Analysis

IMD-3-1624 © 2005
Jeannet, Jean-Pierre; Francis, Inna

John Nielsen; the just recently designated CEO of Buksér og Berging; a leading Norwegian tugboat operator for harbor support; is examining prepare for an innovative design for a brand-new tugboat to help in the steering of huge tankers as they browse slim harbor methods. As much as this point; routine harbor pulls have actually likewise been utilized to supply steering support.

The design is based upon the understanding that guiding support needs the absorption of various types of pull and hence needs a various tug design. Should the business invest in this brand-new design when none of its present clients have asked for such a design and might be reluctant to pay for the premium over conventional services?

Subjects: New product analysis; New technology launch; Market assessment; Opportunity assessment; Innovation; Marketing; Value chain marketing
Settings: Norway; International; Global; Shipping; US$ 30 million; 1994

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