With Dow Corning already the major player, buyers associate with the same level of quality, innovation and development. Though the same products Xiameter offers are available through Dow Corning, the two brands attract and serve very different clientele. Industries include from healthcare to automobiles and household products to electronics. Here is how Jeffrey describes the advent of Xiameter:. Product and price strategies A product can be a product or a service.

Asad, the real issue here is we do not know what would have happened to revenue and profits absent the new business model. Managing this issue is very tricky. Dow Corning recently re-organized. The Xiameter team members were handpicked from the ranks of Dow Corning’s 8, employees. In addition, Xiameter is thinking of making its Web-enabled sales channel available for a fee to other chemicals companies looking for new outlets.

Customers who need help coming up with new product formulations can continue to buy this expertise through the Dow Corning channel.

Read Xiameter industrial marketing case study uploaded seperately assuming – Essay – words

Clayton Christensen illustrates the basic dynamics of distruption in a now well-know diagram: Email required Address never made public. Analysis of Quantitative Research the. Loren Gary can be reached at lgary hbsp. The second level is called actual product which is the quality, branding, features etc.

Flip video camera, eBay or Zopa a peer-to-peer lending serviceas well as Skype and Ryan Air as disruptions.

case study xiameter

If it can reduce it cost by creating an efficient delivery channel that can service customer with reliable good quality products. Regardless, I only recommend products or services I use personally and believe will add value to my readers. In this way the company can identify xismeter advantages or disadvantages it has. It paid back its original investment to the parent company in just three months. The segmentation worked for 60 years, the problem is, the market then changed, their Dow Corning only used the single segmentation, of which the disadvantage is that they potentially overlooked buying behavior in another industry.


Asad, xiameher real issue here is we do not know what would have happened to revenue and profits absent the new business model. The story has been told by others pretty well already — Xiameter has ziameter made into a Harvard Business Review case study authored by Clayton Christensen, Mark Johnson and Henning Kagermann. Alignment diagrams are a class of document that includes such things as customer journey maps, service blueprints and mental model diagrams.

Traditionally, Dow Corning has provided silicone to a range of clients, but wrapped that product in a casee of information, service and support.

Kay Plantes and Jeffrey Phillips have also written excellents posts on this case after speaking with Stacy. They had to develop a fundamentally lower price structure with standardize service Differentiation and positioning Dow Corning, despite being market xiaeter could not sustain differentiation on pricing.

Dow Corning’s Big Pricing Gamble

The environment around Dow Corning was changing. I believe, Xaimeter can review the penalty rules to be more lenient to build that segment and gain market leader then, introduce the penalty system, gradually.

Clayton Christensens illustration of disruption Dow Corning recognized that it was overshooting its market. There is also the threat that competitors will very soon catch on to web-based offering that was pioneered by Dow Corning. The factors and decisions that shape the business model and strategy is depict in the microenvironment Political In all chemical manufacturing environments there are the challenges of environmental regulations caes specified by the authorities, Dow Corning was no exception.


I combed the text for the 9 elements of the BMC, jotted them down on paper, and then entered them into the canvas.

As the Xiameter case study article shows, Dow Corning seems to have recognized overshooting: These include the following factors: It represented an increase in Innovation Commitment in two ways. To find out more, including how to control cookies, see here: A customer can place an order, then receive acknowledgement of that order, confirmation of shipment, and an electronic invoice without having to interact with a Xiameter employee.

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case study xiameter

To meet their needs—and to keep them from migrating to other, less-expensive providers—Dow Corning would have to devise a radically lower cost structure that would allow it to profit solely from selling products. In a previous post, I suggest that the BMC is a type of alignment diagram.

Thanks for quenching our curiosity. Visualizing abstract business concepts really helps solve problems. It does not have to be a zero sum game. To request such permission and for further inquiries, please contact IMD at pressroom imd. I recently spoke with Stacy Coughlin and Kristina Bobrowski about Dow Corning and their experiences with business model innovation in the creation of Xjameter.