DVDs were the biggest success ever in consumer electronics, but it seemed that many consumers missed being able to record on DVD, as they did with their VCR. Moreover, research showed that they were willing to pay premium for recording. Was this the right moment to launch the first DVD Recorder in Europe? Early in August 2001, Clare Bayes, Marketing Manager for Digital Video Recording Europe at Philips, had to decide whether to launch the DVD recorder now or to wait until the standard was set.
Ripley W.; Mora C.; Nueno Iniesta, José Luis; Villanueva Galobart, Julián; wrote this case published in IESE Publishing, April 26th, 2004
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