Friday, March 1, 2013

The Nintendo Wii: Lessons Learned from Noncustomers

KIM W. Chan, MAUBORGNE Renée, HUNTER Jason 
©2013 INSEAD Case Study


This case illustrates that if companies wish to tap into latent demand and create organic growth, they must learn from noncustomers. The case demonstrates that if Nintendo attempted to compete head-to-head against it's Sony and Microsoft rivals they would be further marginalized in the game console industry.

Pedagogical Objectives: To illustrate that by understanding the pain points the industry creates for noncustomers, while also understanding why noncustomers turn to alternatives, one can recombine these using the ERRC grid to create an offering that is simultaneously low-cost and high value.