Case | HBS Case Collection | June 2012

PV Technologies, Inc.: Were They Asleep at the Switch?

by Frank V. Cespedes and Diane Badame


PV Technologies, Inc. is an industry-leading manufacturer of photovoltaic inverters used to convert the direct current output of solar panels into alternating current for the commercial power grid. In conjunction with a request for proposal, the company's largest customer performs a routine evaluation and ranks PV Technologies third behind two key competitors. The director of sales and marketing must weigh the possible consequences of the report on the company's reputation while considering an appropriate response. Students must complete a quantitative analysis of four possible courses of action and make a recommendation.

Keywords: Marketing Strategy; Customer Relationship Management; Competitive Strategy; Product Marketing; Energy Industry; Technology Industry; United States;


Cespedes, Frank V., and Diane Badame. "PV Technologies, Inc.: Were They Asleep at the Switch?" Harvard Business School Brief Case 913-505, June 2012.