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  • April 2016
  • Teaching Note
  • HBS Case Collection

Cree Inc.: Introducing the LED Light Bulb

By: John Gourville and Michael Norris
  • Format:Print
  • | Language:English
  • | Pages:14 
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Abstract

This case is taught as part of the first year required marketing course in the Harvard Business School's MBA program. This course is built around the "Four Ps," with modules focusing on product, promotion, place, and pricing. The Cree case is used in the product policy module to explore the drivers of diffusion for an innovative new product. In turn, an understanding of such drivers should allow students to develop a reasonable sales forecast.

Keywords

Lighting Industry; Marketing; Product Marketing; Pricing; Promotion; Technological Innovation; Energy Conservation; Product Marketing; Consumer Products Industry; Energy Industry

Citation

Gourville, John, and Michael Norris. "Cree Inc.: Introducing the LED Light Bulb." Harvard Business School Teaching Note 516-043, April 2016.
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About The Author

John T. Gourville

Marketing
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  • Michael Phelps: 'It's Okay to Not Be Okay' By: Boris Groysberg, Carin-Isabel Knoop and Michael Norris
  • Wladimir Klitschko: F.A.C.E. Your Challenges By: Boris Groysberg, Michael Norris and Carin-Isabel Knoop
  • Jan Swartz: Steering Princess Cruises Through the COVID-19 Crisis By: Boris Groysberg and Michael Norris
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