Cree - Publications - Faculty & Research

April 2016
Teaching Note

Cree Inc.: Introducing the LED Light Bulb

By: John Gourville and Michael Norris

This case is taught as part of the first year required marketing course in the Harvard Business School's MBA program. This course is built around the "Four Ps," with modules focusing on product, promotion, place, and pricing. The Cree case is used in the product policy... View Details

Keywords: Lighting Industry; Marketing; Pricing; Promotion; Technological Innovation; Energy Conservation; Product Marketing; Consumer Products Industry; Energy Industry

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September 2014 (Revised April 2016)
Case

Cree Inc.: Introducing the LED Light Bulb

By: John Gourville and Michael Norris

Cree, a North Carolina-based maker of light emitting diodes (LEDs), has just introduced its first consumer product—an LED light bulb. It is designed as an energy efficient replacement for the ubiquitous incandescent light bulb. But given that it is an unfamiliar... View Details

Keywords: Marketing; Innovation; Product Adoption; Technological Innovation; Technology Adoption; Energy Conservation; Product Launch; Consumer Products Industry; North Carolina

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March 2011 (Revised February 2014)
Case

Cree, Inc.: Which Bright Future?

By: David J. Collis, Mary Furey and Matthew Shaffer

After its founding in the late 1980s, Cree Inc. quickly grew into a major player in the emerging LED market. By 2007, technological improvements in LEDs had made them suitable for TV, computer, and mobile "backlighting"; and concerns over global warning led to calls to... View Details