Shade cases must be printed in color, to maximize their effectiveness. Columbus Tube must pick to improve an old technology (steel) or to develop a new material (carbon fiber).
The first is to push expansion of all of the firm's technologies, possibly seeking new markets for them. The second would be to rationalize operations and to redirect R&D resources to promotion of fashionable, lower-tech bikes. The firm's future hangs in the balance.
PUBLICATION DATE: September 25, 2008 PRODUCT #: 614C47-PDF-CHI
This is just an excerpt. This case is about STRATEGY & EXECUTION
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