Transcape Systems: Creating a Market Harvard Case Solution & Analysis

Entrepreneurial companies must overcome significant obstacles to the creation of markets innovative products in the industry are reluctant to change. Transcape system faces this callenge, as he attempts to create a market for interactive multimedia software in the conservative cardiovascular fitness industry. Their software is designed for the mind and body, thus cardiovascular exercise more interesting and fun. Creating several CD-ROM titles, the company must convince manufacturers of cardiovascular exercise equipment to build and market cars that can play CD-ROM. Accelerating the creation of installed base of these machines are becoming more important for cash-strapped start-up. As founders reconsider their strategy, they say, the segmentation of the market, exclusive vs. non-exclusive partnership, diversity and conflict in the distribution channel. "Hide
by Thomas J. Kosnik, Dave Frampton Source: Harvard Business School 21 pages. Publication Date: September 22, 1995. Prod. #: 596047-PDF-ENG

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