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  • September 2014 (Revised April 2016)
  • Case
  • HBS Case Collection

Cree Inc.: Introducing the LED Light Bulb

By: John Gourville and Michael Norris
  • Format:Print
  • | Language:English
  • | Pages:20 
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Abstract

Cree, a North Carolina-based maker of light emitting diodes (LEDs), has just introduced its first consumer product—an LED light bulb. It is designed as an energy efficient replacement for the ubiquitous incandescent light bulb. But given that it is an unfamiliar technology and that it costs ten times what an incandescent bulb costs, there are questions about how best to promote adoption and what sales level might be expected.

Keywords

Marketing; Innovation; Product Adoption; Technological Innovation; Technology Adoption; Energy Conservation; Product Launch; Consumer Products Industry; North Carolina

Citation

Gourville, John, and Michael Norris. "Cree Inc.: Introducing the LED Light Bulb." Harvard Business School Case 515-026, September 2014. (Revised April 2016.)

About The Author

John T. Gourville

Marketing
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