GREENoneTEC: Fierce Competition Under the Sun
(8 pages of text)
AWARD WINNING CASE - This case was one of the winners of the 2014 John Molson MBA Case Writing Competition. GREENoneTEC, the global market leader in manufacturing flat plate solar thermal collectors, was facing new challenges: the potential market entry of Chinese low-cost competitors and a substitution threat from photovoltaics. The company’s founder and chief executive officer had developed GREENoneTEC from a garage start-up to the industry’s leading firm; however, GREENoneTEC’s research and development, production, quality, sales and distribution strategies, and diversification into other segments of the solar market would all have to be considered from new angles. How could GREENoneTEC create and maintain a sustainable competitive advantage in this changing and difficult environment?
- To analyze the attractiveness as well as the challenges of a rapidly changing industry.
- To discuss the impact of institutional factors (e.g., state subsidies, trade barriers or inadequate intellectual property protection) in an international business environment.
- To devise strategies for dealing with low-cost competitors.
- To identify the key determinants of sustainable competitive advantage.
Alternatively, it could also be used in entrepreneurship courses (with a focus on opportunity recognition).
Austria, Medium, 2012
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