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  • November 2012 (Revised May 2013)
  • Case
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ASUSTeK and the Google Nexus 7 Tablet

By: Willy C. Shih and Jyun-Cheng Wang
  • Format:Print
  • | Language:English
  • | Pages:13
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Abstract

Days after Jerry Shen introduced a new tablet computer at the Consumer Electronics Show, a Google meeting convinced him to go with a lower price point and co-branding as the Nexus 7. While his company would have a premier position at launch, companies like Samsung posed a large competitive threat. He also knew he would sell more of the Android-powered tablets at the lower price, but how would he make money? The case explores the challenges of innovating in the Android value network in which firms specialized in only one part of the value chain, yet collectively they had to compete with a more vertically integrated Apple and its iPad. The case is intended to be part of a discussion on modularity and industry structure.

Keywords

Nexus; Google; ASUSTeK; Android; Tablet; Kindle; Kindle Fire; Notebook Computers; ODM; Apple; Price Point; App Store; Ecosystem; Open Handset Alliance; Reference Design; iPad; EMS; Electronic Manufacturing Services; Smartphone; Innovation and Management; Innovation Strategy; Technological Innovation; Product Marketing; Product Launch; Product Positioning; Industry Structures; Product Design; Product Development; Business Strategy; Competitive Strategy; Mobile and Wireless Technology; Digital Platforms; Information Technology; Internet and the Web; Computer Industry; Information Technology Industry; Technology Industry; Taiwan; United States

Citation

Shih, Willy C., and Jyun-Cheng Wang. "ASUSTeK and the Google Nexus 7 Tablet." Harvard Business School Case 613-056, November 2012. (Revised May 2013.)
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About The Author

Willy C. Shih

Technology and Operations Management
→More Publications

Related Work

    • January 2013
    • Faculty Research

    ASUSTeK and the Google Nexus 7 Tablet (TN)

    By: Willy Shih
    • January 2013
    • Faculty Research

    ASUSTeK and the Google Nexus 7 Tablet (TP)

    By: Willy Shih
    • November 2012 (Revised May 2013)
    • Faculty Research

    ASUSTeK and the Google Nexus 7 Tablet

    By: Willy C. Shih and Jyun-Cheng Wang
Related Work
  • ASUSTeK and the Google Nexus 7 Tablet (TN) By: Willy Shih
  • ASUSTeK and the Google Nexus 7 Tablet (TP) By: Willy Shih
  • ASUSTeK and the Google Nexus 7 Tablet By: Willy C. Shih and Jyun-Cheng Wang
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