Modu: Optimizing the Product Line

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017

Abstract

  • Understand the importance of quantitative analysis in launching product-line extensions while taking into account demand and cost side interactions

  • Combine both qualitative and quantitative data in choosing a targeted segment

  • Reflect on the strategic and financial considerations in choosing a segment for a new technology product

  • Evaluate the implications of experience curve and cannibalization when introducing product-line extensions and their impact on the decision under consideration

Keywords

Citation

Sawhney, M., Nathanson, J., Perry, O., Smith, C., Sriram, S. and Tsai, J. (2017), "Modu: Optimizing the Product Line", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000216

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Kellogg School of Management

Copyright © 2014, The Kellogg School of Management at Northwestern University

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