Ivey Publishing
GoPro: The Disruptive Innovator Faces Challenges
Product Number:
9B18A049
Publication Date:
07/30/2018
Revised Date:
07/30/2018
Length:
13 pages (7 pages of text)
Product Type:
Case (Pub Mat)
Source:
Ivey
GoPro, Inc. was an American action camera and software manufacturer founded in 2002 by a young entrepreneur. The company introduced innovative action cameras and became a successful brand with the help of content marketing. It continued its innovative spree for more than a decade and was the market leader in the industry. However, in March 2017, the company faced challenges due to product failures and increased competition, and the introduction of new products in the market. GoPro’s stock price dropped as a result of a loss of confidence by both consumers and investors. What strategies could the company adopt to regain its competitive strength and revive confidence in its brand? What could it do to be more innovative and successful, and in doing so, fend off the low-cost competition?
Learning Objective:
This case is appropriate for graduate and postgraduate courses in innovation management, product management, marketing innovation, business strategy, digital marketing, and entrepreneurship. After completing the case, students will be able to
  • understand the importance for technology companies of introducing innovative and relevant products in a timely fashion;
  • recognize the challenges and risks of launching innovative products;
  • appreciate how companies can leverage content marketing to decrease their reliance on paid advertising; and
  • suggest a course of action for a struggling technology manufacturing company based on current internal and external factors.
Issues:
Disciplines:
Marketing,  Entrepreneurship,  International
Industries:
Information, Media & Telecommunications
Setting:
United States, Medium, 2017
Intended Audience:
MBA/Postgraduate
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
Associated Materials
Translations: Simplified Chinese (12 pages)
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