Modu: Optimizing the Product Line

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017


  • 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



Sawhney, M., Nathanson, J., Perry, O., Smith, C., Sriram, S. and Tsai, J. (2017), "Modu: Optimizing the Product Line", Kellogg School of Management Cases.

Download as .RIS



Kellogg School of Management

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

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.