Publications

August 2004 (Revised March 2005)
Teaching Note

Flextronics: Deciding on a Shop-Floor System for Producing the Microsoft Xbox (TN)

By: Jeffrey T. Polzer, Hillary Anger Elfenbein and Jenny Illes

Teaching Note to (9-403-090). View Details

Keywords: Factories, Labs, and Plants; Video Game Industry; Video Game Industry; Spain

July 2004 (Revised March 2007)
Case

In early 2004, less than a year after its launch, Sony's EyeToy, a unique video gaming concept, had become a tremendous success across Europe. Developed for use with Sony's PlayStation 2 console, the revolutionary technology allowed users standing in front of a small... View Details

Keywords: Games, Gaming, and Gambling; Growth and Development Strategy; Brands and Branding; Marketing Strategy; Product Launch; Product Development; Performance Improvement; Software; Entertainment and Recreation Industry; Europe

Jun 2004
Conference Presentation

Marketing Sequels Of Creative Goods: The Case of Video Games

By: Anita Elberse and Marco Bertini

June 2002 (Revised September 2002)
Case

Pokemon: Gotta Catch 'Em All (Abridged)

By: Youngme E. Moon

Pokemon, the colloquial name given to a collection of 150 fantastic, animal-inspired creatures with organic powers and the capacity to evolve, are the stars of video games, trading card games, and TV cartoons. Conceived in Japan in 1996, Pokemon quickly became that... View Details

Keywords: Brands and Branding; Age; Business or Company Management; Marketing Strategy; Product Launch; Cross-Cultural and Cross-Border Issues; Copyright; Video Game Industry; Video Game Industry; Japan; Asia; United States

August 2001 (Revised September 2002)
Case

Sony PlayStation2 (A)

By: Rohit Deshpande and Seth Schulman

In early 1999, the president of Sony Computer Entertainment, Inc., had to determine the appropriate U.S. launch strategy for the next-generation video game player, Sony PlayStation2. Despite the success of the original PlayStation1, new competitors and an uncertain... View Details

Keywords: Games, Gaming, and Gambling; Globalization; Marketing Strategy; Product Launch; Risk and Uncertainty; Competitive Strategy; Information Technology; Computer Industry; Entertainment and Recreation Industry; United States

September 1999
Case

Project Dreamcast: Serious Play at Sega Enterprises Ltd. (A)

By: Stefan H. Thomke and Andrew Robertson

Focuses on the ongoing competitive battles in the global home video game market that is estimated to exceed $15 billion by 1999 in the United States and Japan alone. Describes how Sega Enterprises has redesigned its development processes to create a revolutionary... View Details

Keywords: Games, Gaming, and Gambling; Competitive Strategy; Technological Innovation; Growth and Development Strategy; Partners and Partnerships; Product Development; Business Growth and Maturation; Market Entry and Exit; Sales; Entertainment and Recreation Industry; Computer Industry