Publications
Publications
- April 2016
- HBS Case Collection
Cree Inc.: Introducing the LED Light Bulb
By: John Gourville and Michael Norris
Abstract
This case is taught as part of the first year required marketing course in the Harvard Business School's MBA program. This course is built around the "Four Ps," with modules focusing on product, promotion, place, and pricing. The Cree case is used in the product policy module to explore the drivers of diffusion for an innovative new product. In turn, an understanding of such drivers should allow students to develop a reasonable sales forecast.
Keywords
Lighting Industry; Marketing; Pricing; Promotion; Technological Innovation; Energy Conservation; Product Marketing; Consumer Products Industry; Energy Industry
Citation
Gourville, John, and Michael Norris. "Cree Inc.: Introducing the LED Light Bulb." Harvard Business School Teaching Note 516-043, April 2016.