Case Study

Rethinking Rethink Robotics

8 pages
April 2023
Reference: IMD-7-2386

The case outlines the development of Boston-based start-up Rethink Robotics Inc., a leader in a rapidly growing part of the booming robotics market: collaborative robots (cobots), which work side by side with humans. This case also traces the moves of a mid-sized German hardware engineering company, HAHN Automation, a leader in integrated automation systems. With a keen interest in cobots, HAHN Automation had invested in the start-up and acquired the rights to distribute, sell and service Rethink Robotics’ products globally. This had made HAHN Automation a leader in the growing global market for cobots. When Rethink Robotics suddenly announced that it was liquidating, HAHN’s leaders needed to act. They saw three options: acquire, develop IP in-house or find another solution.

Learning Objective
  • Highlight the importance of business fundamentals, even for firms that are well aligned with macro trends.
  • Show the limitations of classic concepts, such as growth strategies, when a more nuanced and integrative approach is called for.
  • Illustrate the difference between organic and inorganic growth and between technological expertise and market knowledge.
  • Discover how a company manages an organizational transformation that involves the acquisition of external assets.
  • Illustrate how progressive changes in technologies and markets affect companies.
Keywords
Business to Business, Global Business, Growth Strategy, Post-merger Integration, Mergers and Acquisitions
Settings
Global
Rethink Robotics, Manufacturing, Industrial Automation
Type
Field Research
Copyright
© 2023
Available Languages
English
Related material
Teaching note, Video
Case clearing houses
IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Looking for something specific?
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics