Innovation and New Product Development Case Study

Motorola - Fighting to Win

OR

Abstract:
Motorola has seen a slide in fortunes since the mid 1990s. A pioneer of various wireless technologies, it has missed the shift from analog to digital cell phones, losing its market leadership to Nokia. Edward Zander (Zander), the man hired to turn Motorola around, decides to focus on innovation and revamps Motorola’s the strategy for new products with greater emphasis on design. The success of Razr, a new sleek phone launched by the company, has a very positive impact on both Motorola’s image and employee morale. Zander realises that heavy dependence on one phone is risky and looks for ways to systematically develop new products. Zander has also streamlined operations and restructured the organisation. The case discusses Zander’s turnaround strategy and efforts to increase Motorola’s market share.

Pedagogical Objectives:

• The case discusses Zander’s turnaround strategy and efforts to increase Motorola’s market share
• The case also emphasises on Zander’s product line strategy and promotion strategy for Motorola.

Keywords : Motorola; Wireless; Turnaround Strategy, Moto; Zander; Pebl; Razr; Mobile phones; Innovation Management Case Study; Nokia 3G; Management; Product Profile; Mobile phone design; Promotion; Rokr