In 2000, the banner Macromedia Dreamweaver software product had reached a market share of 80% among professional web developer in the U.S.. Approaches to the U.S. market saturation, Macromedia decided to reach for a larger share of the international market. Macromedia makers wrestled with several choices. If they add more new features to version Dreamweaver currently supports? If they start Korean or Chinese versions? Or should they develop a DreamWeav … Read more »

In 2000, the banner Macromedia Dreamweaver software product had reached a market share of 80% among professional web developer in the U.S.. Approaches to the U.S. market saturation, Macromedia decided to reach for a larger share of the international market. Macromedia makers wrestled with several choices. If they add more new features to version Dreamweaver currently supports? If they start Korean or Chinese versions? Or should they develop a version of Dreamweaver on one of the new wireless platforms support? The case provides a wealth of information about the software development process, Macromedia Dreamweaver and the product architecture as a backdrop for this decision.
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Kamalini Ramdas,
Christian Terwiesch,
Chris Lehmbeck
Source: Darden School of Business
25 pages.
Publication Date: Mar 08, 2001. Prod #: UV3482-PDF-ENG
Macromedia Inc. Weaving Dreams of Global Markets and New Technologies HBR case solution