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TCL: Seeking the Road to Product Innovation  
Product Ref: 10/465C Company: TCL

Product Type: Case Industry: Consumer Goods

Related Product(s): Teaching Note
Chinese home electronics manufacturer TCL has identified the need to internationalise. However, because the global home electronics industry is a rapidly changing industry and the key to success lies in product innovation, TCL must now evaluate its innovation strategies to remain competitive. Traditionally, TCL's product development strategy has focused on modular innovation. By looking at the different product innovation strategies pursued by such global market leaders as Samsung and Sony, TCL has an opportunity to evaluate the differences between modular innovation and architectural innovation strategies and assess the risks involved.
Functional Area : Strategy & General Management

Issues: This case describes the challenges facing TCL, a Chinese home electronics manufacturer, in developing innovative products to compete with global market leaders. Since the consumer electronics industry necessitates product innovativeness, TCL and its international competitors' strategies of product innovation all vary, it provides an opportunity to understand the difference between modular innovation and architectural innovation, and to evaluate different product innovation strategies.
Length: 22 pages Country: China (People's Rep. of)

Pub. Year: 2010 Level of Difficulty: 2
This product type is available in the following language(s):      English
Related Information: N/A
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