Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017


After analyzing and discussing the case, students should be able to:

  • Use analogies appropriately to forecast demand

  • Use various marketing research techniques to make appropriate inferences about the challenges to consumer adoption of an innovative product

  • Develop multiple frames of reference and discuss the merits of each

  • Develop multiple points of difference and discuss the merits of each

  • Develop multiple positioning statements and discuss the merits of each



Tybout, A. and Hennessy, J. (2017), "TiVo", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000375

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Kellogg School of Management

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