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  • November 2016 (Revised October 2018)
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Formlabs: Selling a New 3D Printer

By: Frank V. Cespedes, Olivia Hull and Amram Migdal
  • Format:Print
  • | Language:English
  • | Pages:20 
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Abstract

Headquartered in Somerville, Massachusetts, Formlabs manufactures 3D printers used to print everything from prototypes and models to jewelry, dental, and sculpture molds. As Formlabs prepares to ship its latest model, the Form 2, Head of Customer Development and Services Luke Winston wonders which strategy will double sales. Should he focus on direct sales or add more channel partners?

Keywords

3d Printing And Manufacturing; Sales Channel Development; Sales Strategy; Entrepreneurial Management; Product Engineering; Prototype; Prototyping; Entrepreneurship; Product Launch; Hardware; Business Startups; Customers; Technological Innovation; Growth And Development Strategy; Technology Adoption; Marketing Channels; Marketing Strategy; Product Positioning; Demand And Consumers; Sales; Salesforce Management; Technology Industry; Computer Industry; Manufacturing Industry; United States; Massachusetts; Europe; Asia

Citation

Cespedes, Frank V., Olivia Hull, and Amram Migdal. "Formlabs: Selling a New 3D Printer." Harvard Business School Case 817-001, November 2016. (Revised October 2018.)
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About The Author

Frank V. Cespedes

Entrepreneurial Management
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Related Work

    • April 2018
    • Faculty Research

    Formlabs: Selling a New 3D Printer

    By: Frank Cespedes
    • November 2016 (Revised October 2018)
    • Faculty Research

    Formlabs: Selling a New 3D Printer

    By: Frank V. Cespedes, Olivia Hull and Amram Migdal
Related Work
  • Formlabs: Selling a New 3D Printer By: Frank Cespedes
  • Formlabs: Selling a New 3D Printer By: Frank V. Cespedes, Olivia Hull and Amram Migdal
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