Sealed Air Corporation: Deciding the Fate of VTID

Elie  Ofek

Case | HBS Case Collection | August 2011 (Revised July 2012)

Sealed Air Corporation: Deciding the Fate of VTID

Abstract

In mid 2010 the Sealed Air Corporation has to decide on next steps for its novel video tracking technology (called VTID) after unsuccessful attempts to market it in three different industry settings. The company must determine whether its most recent target market, the quick-serve restaurant segment, is still worth pursuing or whether the company should look for a different application and market altogether. The company could also revisit the previous two applications, tracking and tracing processed meat and tracking employee safety practices. At the other extreme, after seven years of R&D and marketing efforts and millions of dollars in expenses, the company could cease attempts to commercialize VTID.

Keywords: Budgets and Budgeting; Customer Focus and Relationships; Decision Choices and Conditions; Technological Innovation; Marketing Strategy; Problems and Challenges; Commercialization; Service Industry;

Format: Print

25 pages

Educators Purchase

Citation:

Ofek, Elie. "Sealed Air Corporation: Deciding the Fate of VTID." Harvard Business School Case 512-029, August 2011. (Revised July 2012.)

The brand management of places, such as countries, cities and regions, has received increasing attention in recent years. The associations, impressions and reputations that people have of a certain place can have a big impact in a number of areas – from tourism, to exports, to drawing talent, to securing foreign investment, to public diplomacy, and to political leadership. Consequently, a number of stakeholders may attempt to influence the perceptions that people have about a place in a way that is conducive to their goals. This background note lays the ground for instructors to expose students to the concept of a place brand, allow examining the ways in which it may be influenced, and examine the motivations of the various actors. The note provides ample examples of countries and cities that have actively tried to shape their brand identity and further exposes students to recent trends and vehicles (such as social media) relevant for the branding of places. The note raises a set of issues on this topic that can serve as the basis for a rich classroom discussion.

In 2018, Mustafa Koita, Founder and CEO of Dubai-based organic milk company Koita has to decide whether or not to pursue an investment from a potential competitor who is coming into his local market.

Faculty & Research

Sealed Air Corporation: Deciding the Fate of VTID

Abstract

Citation:

About the Author

More from the Author

Faculty & Research

Sealed Air Corporation: Deciding the Fate of VTID

Abstract

Citation:

Related Work

About the Author

More from the Author