Note to Instructors

Abstract

This article gives discussion points for teaching a case on commercialization. This case takes place in a small Canadian information technology firm that has decided it wishes to become a world leader in wireless technologies. The case offers the student the opportunity to examine the challenges a small, unknown firm faced in pursuing commercialization of a product subject to network effects. Because this is a new-to-the-market technology being commercialized by a small, unknown, Canadian firm, the resolution to the case must be dealt with in the light of significant resource constraints, among them the lack of legitimacy of the firm and its product. As the decision point involves preparation for a top management meeting, the case lends itself to a simulation of that meeting. The debate that would subsequently ensue would involve students arguing for a particular course of action while using underlying theory and concepts to justify choices, and in so doing, enumerating the strengths, resources and challenges faced by this firm, as well as their implications. Some of the topics for debate could be private labeling the BlackBerry; pursuing aggressive licensing and an Intel inside strategy; selling out to Motorola or another major player; cooperating with potential competitors; and timing and direction of product development.