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Leica Camera: A "Boutique" Firm Faces a World of Change
Venkataraman, S.; Yemen, Gerry; Chapman, Bill Case S-0225 / Published October 31, 2012 / 17 pages.
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Product Overview

This case is used in the course elective "Strategic Post-Merger Integration," and in Darden's Global EMBA strategy course. Well suited for MBA, Executive MBA, GEMBA, and executive education programs, this case describes the circumstances at Leica Camera, the famed German manufacturer of high-end cameras, and allows for an analysis of the firm's competitive position. Although the company decides to stop production of its R-system camera and lenses, a backlash from users surfaces. That leaves the case open to exploring the uncertainty over achievable sales volume for the R-series lenses as well as where the company fits in the market as new and less-expensive competitor products gain popularity. The case provides an overview of the competitive style of major camera and lens manufacturers and allows a discussion of core capabilities of these competitors. What products would secure Leica's future? Was there development potential for a new universal system? The case describes an issue that many organizations face today?how to decide whether components are strategically critical.


Learning Objectives

?examine whether components are strategically critical to an organization ?compare and contrast competitive positions in a market ?examine the tension that exists between how long-term capabilities fit into a rapidly changing market ?explore what fundamentally constitutes a strategic decision

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  • Overview

    This case is used in the course elective "Strategic Post-Merger Integration," and in Darden's Global EMBA strategy course. Well suited for MBA, Executive MBA, GEMBA, and executive education programs, this case describes the circumstances at Leica Camera, the famed German manufacturer of high-end cameras, and allows for an analysis of the firm's competitive position. Although the company decides to stop production of its R-system camera and lenses, a backlash from users surfaces. That leaves the case open to exploring the uncertainty over achievable sales volume for the R-series lenses as well as where the company fits in the market as new and less-expensive competitor products gain popularity. The case provides an overview of the competitive style of major camera and lens manufacturers and allows a discussion of core capabilities of these competitors. What products would secure Leica's future? Was there development potential for a new universal system? The case describes an issue that many organizations face today?how to decide whether components are strategically critical.

  • Learning Objectives

    Learning Objectives

    ?examine whether components are strategically critical to an organization ?compare and contrast competitive positions in a market ?examine the tension that exists between how long-term capabilities fit into a rapidly changing market ?explore what fundamentally constitutes a strategic decision