Ivey Publishing

Product Details

Power Gig: The Rise (and Fall) of Music Games
Product Number:
9B13A011
Publication Date:
05/02/2013
Revised Date:
05/02/2013
Length:
16 pages (13 pages of text)
Product Type:
Case (Library)
Source:
Northeastern University
The chairman and chief executive officer of a manufacturer of entry-level musical instruments decides to take advantage of the popularity of music video games by creating a gaming division. After spending $30 million on product development, the company launches its first music video game just as the market for this subgenre has fallen into a steep decline. The case discusses the specific attributes of this music video game that may have doomed it, both despite the decline in music video games and in the context of the broader background of music video games, their success and the reasons behind their decline.
Learning Objective:
The case can be use to discuss video game design, new product development, market segmentation and market risk.
Issues:
Disciplines:
Marketing
Industries:
Manufacturing
Setting:
United States, Medium, 2011
Intended Audience:
Undergraduate/MBA
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
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