Business Case Studies, Innovation and New Product Development Case Study, SED Technology,Canonís New Initiative

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Innovation and New Product Development Case Study

Case Title:

SED Technology: Canonís New Initiative

Publication Year : 2006

Authors: Siddhartha Paul, Abhijit Sinha

Industry: Engineering, Electrical and Electronics

Region:Japan US

Case Code: IPD0062K

Teaching Note: Not Available

Structured Assignment: Not Available

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In the late 1990s, Canonís revenue declined and few of its divisions became loss- making. Fujio Mitarai, the president and CEO of the company, closed the money-losing divisions and undertook diversification strategies through technological innovations. He focused on the flat-screen TV segment with a new technology called the SED. By 2010, Fujio Mitarai wanted to post revenue of $50 billion with this new technology. The case gives an insight to Canonís history and the challenges that it faced over the years. It gives an overview of the global flat-screen TV segment and Fujio Mitaraiís optimistic move with the SED TV.

Pedagogical Objectives:

  • To understand how Canon as a camera manufacturer had become an integrated manufacturer of precision equipments including camera, business machines and optical products
  • To understand the emerging technology in the consumer electronics industry
  • To understand the global flat panel TV industry
  • To understand the adoption of new initiatives by Canon for its revival mode.

Keywords : Canon; SED (Surface-Conduction Electron-Emitter Display); Toshiba; Fujio Mitarai; Liquid Crystal Display (LCD) television (TV); Plasma TV; Innovation Management Case Study; Excellent global corporation plan; Flat screen TV; Sony TV; Business strategy; Technological innovation; Consumer electronics; Cathode Ray Tube (CRT) TV; Kyosei; New product development


  • Company background
  • Industry overview
  • Canon: facing challenges
  • Fujio Mitarai Ė the optimistic move
  • Road ahead

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