Publications
Publications
- June 1991 (Revised May 2002)
- HBS Case Collection
Barco Projection Systems (A): Worldwide Niche Marketing
Abstract
Deals with the issue of niche marketing in a worldwide market. Barco Projection Systems makes video, data, and graphics projectors for the industrial market. They have traditionally been the performance leader. In August 1989, Sony Corp. introduced a higher performance graphics projector at a considerably lower price than Barco's existing projector. As a result, Barco is faced with being preempted in their fastest growing segment by a competitor with much larger resources. Deals with how a small niche player deals with considerably larger competitors in a global environment.
Keywords
Competition; Globalized Markets and Industries; Product Marketing; Consumer Products Industry; Electronics Industry
Citation
Moriarty, Rowland T., Jr. "Barco Projection Systems (A): Worldwide Niche Marketing." Harvard Business School Case 591-133, June 1991. (Revised May 2002.)