Ryff Inc.: Disrupting Product Placement
(9 pages of text)
In July 2019, the founder and chief executive officer (CEO) of a one-year-old start-up in Los Angeles was reviewing the path forward with the company’s new technology platform. The product helped brand managers insert their brands virtually and in real time into television (TV) and movie scenes. With each placement customized to the individual habits and personal preferences of the viewer, virtual placement was a considerable improvement over physical placement of brands as permanent fixtures in TV plots and movie scenes. The technology represented a major disruption to the product placement industry. The company’s CEO needs to resolve three dilemmas to take Ryff forward. First, how should the company find its fit with large advertising agencies that operate in a traditional placement market? Second, how should the company convert traditional industry person-to-person interactions to interactions driven by software programs? Third, how should the company take its business global?
The case can be used in undergraduate- and graduate-level courses on marketing strategy, principles of marketing, advertising and promotion, consumer behaviour, or consumer insights. It could also be used in courses that focus on entrepreneurship or innovation. After working through the case and assignment questions, students will be able to do the following:
- Determine how to manage disruptive innovation.
- Understand how to cope with digitalization in advertising.
- Anticipate the needs and challenges associated with taking cutting-edge technology across borders.
Information, Media & Telecommunications
United States, Small, 2019
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