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
Disruption, Target Marketing, Positioning, Differentiation, Branding, Robotics, Automation, Business to Business
United States of America
Construction Robotics, Construction and Engineering
Field Research
© 2020
Available Languages
English, Spanish
Related material
Teaching note
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