Case | HBS Case Collection | January 2014 (Revised January 2015)

Reinventing Adobe

by Sunil Gupta and Lauren Barley


By 2013, Adobe had reinvented itself from a publisher of popular software such as Photoshop and Acrobat to a digital marketing and digital media company. In May 2013, the company decided to stop selling its software as a package in favor of Creative Cloud where consumers paid a monthly subscription fee. Within a few weeks thousands of consumers signed a petition complaining against this decision. Should Adobe reverse its decision? More generally, what new skills and capabilities does it need to develop as it reinvents itself?


Gupta, Sunil, and Lauren Barley. "Reinventing Adobe." Harvard Business School Case 514-066, January 2014. (Revised January 2015.)