Sealed Air Corporation: Deciding the Fate of VTID

Posted: 26 Jan 2012

See all articles by Elie Ofek

Elie Ofek

Harvard Business School - Marketing Unit

Date Written: October 28, 2011


In mid 2010 the Sealed Air Corporation has to decide on next steps for its novel video tracking technology (called VTID) after unsuccessful attempts to market it in three different industry settings. The company must determine whether its most recent target market, the quick-serve restaurant segment, is still worth pursuing or whether the company should look for a different application and market altogether. The company could also revisit the previous two applications, tracking and tracing processed meat and tracking employee safety practices. At the other extreme, after seven years of R&D and marketing efforts and millions of dollars in expenses, the company could cease attempts to commercialize VTID.

Learning Objective: To understand the challenges in creating and capturing value for customers through innovation and to highlight the importance of application and target market selection in commercializing new technology.

Suggested Citation

Ofek, Elie, Sealed Air Corporation: Deciding the Fate of VTID (October 28, 2011). Harvard Business School Marketing Unit Case No. 512-029. Available at SSRN:

Elie Ofek (Contact Author)

Harvard Business School - Marketing Unit ( email )

Soldiers Field
Boston, MA 02163
United States
617-495-6301 (Phone)
617-496-5853 (Fax)

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