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　　主题案例：

　　reMarkable: e-Writing the Future

　　案例来源：哈佛案例库（哈佛商学院）

　　案例领域：创业管理、市场营销、创新管理

　　时间：2019年3月30日（星期六）15:00-17:00

　　地点：经管楼312

　　报名链接：https://www.mbalib.com/order/signupdetail?id=284

　　现场环节：

　　主题发言：

　　3位（英文案例分析+英文提问答辩）

　　现场小组讨论（中文）

　　案例自由发言（中文）

　　案例摘要：

　　Magnus Wanberg is the creator of reMarkable, a breakthrough e-writer device set apart from similar products on the market by having solved the frustrating 'slow ink' problem typically experienced on pen-based electronic devices, thus providing a 'pen and paper' like experience. Moreover, the device allowed for the convenient and non-eye-straining reading of typical documents. Though enthusiastically received by several investors, there was still a long way to go before the prototype could reach a final commercial product. Wanberg and his team narrowed down the relevant market to three main segments: creative professionals, working professionals and students. However, these segments were seemingly at odds with each other in terms of which product attributes would most appeal to each. The young company therefore had to choose which group to target as this would dictate future product development efforts. With the planned launch date quickly approaching, the target market selected also impacted communication, channels, and pricing decisions. reMarkable had to resolve these matters while juggling limited time, effort and funds.

　　*来源 | 北科大MBA中心

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