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Growth Strategies Case Study
Case Title:
Adobe Systems: Bruce Chizen's Growth Strategies
Publication Year : 2005
Authors: Souvik Dhar, Srinath Manda
Industry: Information Technology and IT Enabled Services
Region:USA
Case Code: GRS0058
Teaching Note: Not Available
Structured Assignment: Not Available
OR
Abstract:
Adobe Systems Incorporated (Adobe), a pioneer in the field of desktop publishing, faced declining sales by mid-1998. Bruce Chizen (Chizen), its new Chief Executive Officer (CEO) implemented several growth strategies that are considered to be instrumental in making Adobe a major player in the document sharing and publishing business. However, some experts expressed doubts whether Chizen could run the company successfully in the long run.
Pedagogical Objectives:
- To highlight Adobe's historical background and the growth strategies adopted by Chizen
- To discuss whether Chizen's strategies would enable Adobe to continue its robust performance in the future.
Keywords : Adobe Systems Incorporated; Bruce Chizen; Growth strategies; Desktop publishing; Adobe Acrobat; Portable document Format (PDF); Growth Strategies Case Study; Multi-purpose content environment; Digital contents for mobile phones; Macromedia; Flash Lite technology; Enterprise software market; Web application development powerhouse; Microsoft; Macromedia; Integrated desktop publishing suite
Contents :
Adobe Systems: A Brief History
Bruce Chizen’s Growth Strategies
Role of Adobe’s Acrobat as a Core
Product Profile of Adobe Systems
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