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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


Case Code: GRS0058

Teaching Note: Not Available

Structured Assignment: Not Available

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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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