Sealed Air Corporation: Deciding the Fate of VTID
Posted: 26 Jan 2012
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.
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