45. ScreenView, Inc. is a growing multinational company based in Los Angeles. It designs, manufactures and sells (B2B) high echnology products, primarily screens for video advertisements on gas station pumps, in elevators, on displays in stores, etc. The market for these products is growing fast worldwide and the creens are not particularly price-sensitive. The firm's strategy s: "Develop and quickly bring to market innovative screen and elated products, using advanced technology - just one step before our customers ask for the new tech." ScreenView therefore must develop products, market and sell its products B2B, nanufacture its products in two plants (one in California, the
45. ScreenView, Inc. is a growing multinational company based in Los Angeles. It designs, manufactures and sells (B2B) high echnology products, primarily screens for video advertisements on gas station pumps, in elevators, on displays in stores, etc. The market for these products is growing fast worldwide and the creens are not particularly price-sensitive. The firm's strategy s: "Develop and quickly bring to market innovative screen and elated products, using advanced technology - just one step before our customers ask for the new tech." ScreenView therefore must develop products, market and sell its products B2B, nanufacture its products in two plants (one in California, the
Chapter1: Taking Risks And Making Profits Within The Dynamic Business Environment
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
Transcribed Image Text:45. ScreenView, Inc. is a growing multinational company based in
Los Angeles. It designs, manufactures and sells (B2B) high
technology products, primarily screens for video advertisements
on gas station pumps, in elevators, on displays in stores, etc. The
market for these products is growing fast worldwide and the
screens are not particularly price-sensitive. The firm's strategy
is: "Develop and quickly bring to market innovative screen and
related products, using advanced technology - just one step
before our customers ask for the new tech." ScreenView therefore
must develop products, market and sell its products B2B,
manufacture its products in two plants (one in California, the
other in Taiwan), manage its finances and people, and all the
other things that growing multinational firms must do. Using both
(1) Porter's and (2) Miles & Snow's strategy frameworks, identify
ScreenView's strategy.
1
2
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