• Barco: Leading the Events Market

      Muylle, Steve; Debruyne, Marion (2009)
      In 2004, Barco is a leading player in the market for events projection for large and extra large venues. Barco's Events Business Unit is the biggest business unit of the Barco Media and Entertainment Division. Chris Colpaert, Director Product Management is returning from Infocomm, the most important tradeshow for audio visual professionals in the world, and needs to decide which product line decisions to take in response to the competitive developments in the market. As he prepares for a meeting with the Business Unit and Division directors, he is considering four options. The four options represent different innovation strategies.
    • Leading the Broadband Access Market in EuropeProduct Strategy Formulation at Alcatel - Teaching Note

      Muylle, Steve; Geeraerts, Pieter (2006)
      As the undisputed market leader in the broadband access market, Alcatel has consistently focused on offering Digital Subscriber Line (DSL) technology and equipment to incumbent telecom operators in Europe. Clearly, Alcatel closely monitors any change in the broadband access market to anticipate and drive consequent changes in its product strategy. While continuous price erosion and Chinese competition are significant factors, developments in the areas of customer (telecom operators) and end customer needs (residential and (small) business customers), technologies (copper, fibre, wireless), regulation, and new entrants may present new opportunities. Given these developments, Alcatel needs to decide whether and how to adjust its product strategy. . Key Words Product strategy, disruptive innovation, market leadership
    • Leveraging Solvay Group culture with a third generation intranet

      Muylle, Steve; Viaene, Stijn (2008)
      At the beginning of 2001, Luis Serrano took over from Michel Washer as Head of e-Enterprise Services at Solvay Group. Washer and Serrano shared a vision. The vision was that of a next generation intranet that would open the windows to the vast amount of knowledge and experience within the Solvay Group. The case describes how Serrano got approval from the executive committee as well as how the ensuing project was organised for implementation. The case provides an opportunity to discuss the rationale underlying the securing of buy-in from senior management and to gain insight into the organisation of and critical success factors for project execution.
    • Taking the commodity bull by the Horns: The Success of the PCBShop.com - Case Study

      Muylle, Steve; De Schryver, Veerle (2004)
      This case describes the entrepreneurial process, as it happened for a manufacturer of printed circuit boards. It exemplifies: (1) the interplay between lucrative opportunities, entrepreneurial team and resources, (2) addresses the role of the global marketplace for entrepreneurs, (3) highlights the successful shift by the manufacturer to electronic business to break the product commodity cycle, and (4) puts forward franchising as a potential growth strategy. The intended teaching objective of the case is to challenge students in framing and unravelling key issues involved in the start-up and growth years of an emerging venture. In doing this, the case makes students focus on entrepreneurship, while also addressing related issues in manufacturing, marketing, and electronic business. The teaching note was written by Steve Muylle and Dirk De Clercq.
    • Taking the commodity bull by the Horns: The Success of the PCBShop.com - Teaching Note

      Muylle, Steve; De Clercq, Dirk (2004)
      This case describes the entrepreneurial process, as it happened for a manufacturer of printed circuit boards. It exemplifies: (1) the interplay between lucrative opportunities, entrepreneurial team and resources, (2) addresses the role of the global marketplace for entrepreneurs, (3) highlights the successful shift by the manufacturer to electronic business to break the product commodity cycle, and (4) puts forward franchising as a potential growth strategy. The intended teaching objective of the case is to challenge students in framing and unravelling key issues involved in the start-up and growth years of an emerging venture. In doing this, the case makes students focus on entrepreneurship, while also addressing related issues in manufacturing, marketing, and electronic business. The teaching note was written by Steve Muylle and Dirk De Clercq.
    • Venturing into e-commerce in the MRO market

      Muylle, Steve; Croon, Eric (2003)
      Eric Croon, head of e-commerce at the Baudoin Group, must make decisions about how to adapt his business to the threats and opportunities posed by the Internet. A central issue is how this leading distributor of mechanical maintenance, repair, and operating (MRO) supplies in Belgium, Luxembourg and the Netherlands should deal with: (1) the Internet's disintermediation threat, (2) large customers upcoming demand for electronic procurement system integration, and (3) the participation of its largest competitor in a digital marketplace initiative for MRO supplies.