Teaching Note | HBS Case Collection | June 2014

Google Glass

by Thomas Eisenmann

Abstract

In early 2014, business development executives at Google were formulating a distribution strategy for Glass, a wearable computer that projected information on a display viewable with an upward glance. Options, which were not mutually exclusive, included 1) continuing to sell Glass directly through online channels; 2) creating an open platform to allow any eyewear manufacturer to create frames compatible with Glass; and 3) negotiating a partnership with a leading eyewear manufacturer to jointly develop and market Glass.

Keywords: Partners and Partnerships; Corporate Entrepreneurship; Distribution Channels; Technology Adoption; Product Marketing; Computer Industry; Apparel and Accessories Industry; United States;

Citation:

Eisenmann, Thomas. "Google Glass." Harvard Business School Teaching Note 814-116, June 2014.