The case is divided into three sections. The first section describes the Brockhaus response to the emergence of digital encyclopedias and identifies the major reasons why the company has been able to successfully deal with this innovation. At the end of a section, participants (2) calls to analyze (1) the strategic situation Brockhaus face when it comes to digital encyclopedias, Brockhaus actions in response to the advent of digital encyclopedias, and (3) why Brockhaus successfully treated this strategic challenge. The second section contains a review of two theoretical concepts: the theory of disruptive innovation and value curve. This section of the theory should provide participants with the necessary tools to understand the radical innovations and successfully meet them. The third section describes the war against Wikipedia Brockhaus Brockhaus and action faced ecyclopedias online. At the end of the section, participants are invited (1) to analyze how the strategic challenge caused by online encyclopedias different difficulty resulting from the rise of digital encyclopedias, and (2) uses the concept of possible strategies to design curve value in response to the occurrence of encyclopedias. In three consecutive final section, the case described Brockhaus in the end could not successfully deal with the emergence of online encyclopedias and had to leave the market. Learning Objectives: The aim of the event is that participants can understand the appearance of Microsoft Encarta and Wikipedia are two main challenges posed to Brockhaus, but differ in one very important respect: whereas the advent of digital encyclopedias was a continuous change The emergence of online encyclopedias was discontinuous.
by
Albrecht Enders,
Andreas König,
Harald Hungenberg,
Johannes Muck,
Marcel Persang,
Michael Schweikart
Source: IMD
16 pages.
Date Posted: November 22, 2012. Prod #: IMD599-PDF-ENG
WHEN David meets Goliath DIGITAL PHYSICS: THE CASE OF BROCKHAUS VS. WIKIPEDIA Case Solution
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