Case Study

SAM100: Will construction robotics disrupt the US bricklaying industry?

10 pages
July 2020
Reference: IMD-7-2164

This case explores the marketing challenges that a robotics and automation technology start-up faces in the construction industry. A recommended framework for analysis is Rogers’ Diffusion of Innovations (see suggested complimentary reading by John T. Gourville). By applying the analysis of the adoption curve, students can work through the process of diagnosing what might be impeding sales of the SAM100 and then identify which market segments, targets and positioning strategies will help accelerate the adoption of this new innovation in order for it to progress through to a robust product lifecycle.

Learning Objective
  • Robotics and the fear of job loss.
  • Diffusion of innovations
  • Branding and naming
  • Business to business customer value and benefits
  • Commercialization
Keywords
Disruption, Target Marketing, Positioning, Differentiation, Branding, Robotics, Automation, Business to Business
Settings
United States of America
Construction Robotics, Construction and Engineering
2017
Type
Field Research
Copyright
© 2020
Available Languages
English, Spanish
Related material
Teaching note
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

2020 EFMD CASE WRITING COMPETITION AWARD WINNER (1st prize) – Bringing Technology to Market
Looking for something specific?
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics