Gateway: Implementing Innovative Strategies in the IT Industry

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : BSTR067 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges


Differentiation Innovation
Case Length : 16 Pages
Period : 2003
Organization : Gateway Inc.
Pub Date : 2003
Teaching Note : Not Available
Countries : USA
Industry : PC


The case examines various strategies adopted by the US based Gateway Inc, a leading computer retailer, in its efforts to capture a sizeable market share in the consumer and small business segment in the US.

It discusses in detail the 'clicks-and-mortar' and 'beyond-the-box' strategies, their implementation by Gateway and their implications. The case also identifies the drawbacks of these strategies that resulted in their short-term success.

Finally, the case describes the 'new' strategy announced by Gateway in late 2002 and examines its implications for the company in 2003 and beyond.


Identify and study the unique strategies adopted by a company to focus on a niche segment in order to succeed in the IT industry


  Page No.
Introduction 1
Background Note 2
Innovative Strategies 3
The Benefits Reaped 4
The Problems and Measures Taken 5
The 'New' Strategy 7
Exhibits 9


US based Gateway Inc, retailer, sizeable market, small business segment, US, clicks-and-mortar, beyond-the-box, strategies, Gateway, drawbacks, strategies, short-term success, 2002, implications, 2003

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