Publications
Publications
- October 1990 (Revised July 1991)
- HBS Case Collection
Zenith: Marketing Research for High Definition Television (HDTV)
Abstract
Managers at Zenith must decide what marketing research, if any, needs to be done now in order to assess market potential and consumer preference for a technological innovation, high definition television (HDTV) that is yet to be introduced. The case describes various marketing research options available to Zenith in August 1990. In particular managers have to decide whether to conduct a study to examine consumer preferences for the wider screen format of HDTV. They also need to forecast HDTV demand from 1992-2000 under pessimistic, most likely and optimistic scenarios that have to be defined. Can be used to expose students in an introductory marketing management course to various marketing research methods available to assess consumer preferences for new products and innovations. In particular it exposes students to conjoint analysis' methodology. Also allows students an opportunity to assess the situation facing Zenith and explore forecasting marketing potential via scenario analysis.
Keywords
Citation
Sultan, Fareena. "Zenith: Marketing Research for High Definition Television (HDTV)." Harvard Business School Case 591-025, October 1990. (Revised July 1991.)