With a new, non-proprietary technology, establishing the industry standard can be critical to business success. Take the battle for the VCR versus Beta tape format, for example. In businesses which are highly concentrated, establishing the standard can mean that the “winner takes all.”

We were working on applying a new technology to improve the productivity of certain computer subsystems. The new approach would increase productivity by several orders of magnitude. We were competing with overseas competitors who were used to playing and winning the standards game. If we, however, could be first with the right product, it would provide tremendous business leverage.

Our strategy was to use SUMM® to define the product form and performance capabilities. We literally knew the names of the 127 subsystem manufacturing managers worldwide that needed to be in the study. We got 121 in the study. The study we conducted contained 39 topic areas and 145 attribute-levels. We profiled 22 competitive products in the process.

A series of simulations identified the key performance factors and the most desirable form for the product:

We introduced the product and have been unable to meet demand since. For example, in a recent month orders were 6,000% of quota. Although it is too soon to tell, we believe we are well on the way to establishing it as the subsystem standard.

Technology Case Histories
Case History 1: Competitor Introduces New Product, Client Counters
Case History 2: Competitor Lowers Price, Client Counters
Case History 3: Client uses EMA model to Design Top-selling Calculator
Case History 4: Client uses EMA model to Design Core Technology