MessageTech, Inc. provides digital media technologies and solutions that customers adapt advertising to their specific needs to help. The company’s proprietary technology has the potential to revolutionize the way large, geographically dispersed retailers approach advertising and promotion by customers the flexibility to personalize advertising content in real time to adjust the conditions of each individual site. Results of the beta-testing show that forces customers to increase sales significantly … Read more »

MessageTech, Inc. provides digital media technologies and solutions that customers adapt advertising to their specific needs to help. The company’s proprietary technology has the potential to revolutionize the way large, geographically dispersed retailers approach advertising and promotion by customers the flexibility to personalize advertising content in real time to adjust the conditions of each individual site. Results of the beta-testing show that clients increase sales significantly after installation of the system messageTech. However, the company did not close in a position to show all important sales of the system. The newly appointed CEO has a mandate to commercialize the new technology. He needs to develop a strategy that balances the needs of the company for short-term performance against the actions that ensure a sustainable competitive position over the long term.
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from
Charlene Nicholls-Nixon,
Ellen Jarmain
Source: Ivey Publishing
21 pages.
Release Date: 6 December 2001. Prod #: 901M66-PDF-ENG
MessageTech, Inc. HBR case solution

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