Draw a supply chain (or value net) that traces the various stakeholders
1. Draw a supply chain (or value net) that traces the various stakeholders involved in the TiVo value chain and their respective interactions. From this, what insights do you get about the relative value that each stakeholder adds in this process?
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2. For TiVo, describe the six factors that affect customers’ purchase decisions (see Chapter 7, Table 7.1). Which are most salient for TiVo adopters?
3. What are TiVo’s core competencies? Is the company effectively leveraging these in its current strategy?
4. To what extent is the TiVo business model affected by network externalities? What are the implications for its business model?
5. Who are the key competitors facing TiVo? Given this competition, what are the pricing implications?
6. Does TiVo’s pricing strategy make sense? Why or why not?
7. Do you believe that TiVo’s business model is sustainable over the long term? If so, why? If not, why not? If not, what recommendations do you have for this company?
8. Why has TiVo apparently not been successful in “crossing the chasm”? What will it take for TiVo to penetrate the mass market?
Reference:
Mohr, J., Sengupta, S., & Slater, S. (2010). Marketing of high-technology products and innovations (3rd ed.). New Jersey: Prentice-Hall.
Case “The Future of TIVO?”
