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Lecture 8

Lecture 8. 21/11/13. Lexar: Study Questions. Evaluate Lexar’s choices and performance to date. What have they done right? Wrong? What opportunities for growth should Lexar pursue? Within Digital Photography Beyond Digital Photography. Lexar : Overview. Choosing Digital Photography:

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Lecture 8

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  1. Lecture 8 21/11/13

  2. Lexar: Study Questions • Evaluate Lexar’s choices and performance to date. • What have they done right? Wrong? • What opportunities for growth should Lexar pursue? • Within Digital Photography • Beyond Digital Photography

  3. Lexar: Overview • Choosing Digital Photography: • Advantages: • Avoid retaliation • Shape technical agenda of firm • CEO passion • Premium segment of market • Brand • Product Differentiation • Disadvantages: • Focus may limit firm’s growth potential • Must expand into areas where it doesn’t have current technical advantage

  4. Lexar in the Media… • 2002 • Removed the word ‘digital film’ from its flash memory card packaging • 2002 • Shipped first USB Flash Drive • 2003 • Shipped its first MP3 Player

  5. Conclusion • Managing industry emergence • Lexar successful at shaping preferences and evaluation metrics early on • Technology commercialization strategy • Lexar entered product market – will this strategy prove successful over time • The role of identity in terms of guiding strategic choices • Lexar as a digital photography company was successful early on, in the longer term will this continue?

  6. Interesting Links • http://www.lexar.com/ • http://www.globeforum.com/en/TopRightMenu/Forums/Dublin/Right-now/#video • http://www.dconnolly.net/index.html • http://www.globeforum.com/en/TopRightMenu/Forums/Dublin/Innovators-Contest/

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