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Handshake VR Inc.: Innovating With Touch
David Rose, Hugh Munro
published: 2006 | Case Study | Business Policy/Strategic Mgmt
Subject Area: Business Policy/Strategic Management; Marketing; Small Business/Entrepreneurship
Key Issues: Strategy, commercialization of high-tech products; new technology adoption; market development for new technology; strategy implrementation; venture capital financing
Case Description: Handshake VR Inc. has developed a breakthrough technology in the field of telehaptics--delivering the sense of touch over a computer network. The company is confronted with many of the challenges faced by high-tech start-up firms--building and growing a business through the commercialization of new technology applications where customers need to be educated and convinced of the relative value. The issue facing Handshake's management team is deciding what role to play in accelerating the development and commercialization of applications based on their technology. A number of potential market applications have been identified but the team is uncertain what direction the firm should take. The cost of involvement in any of the identified application areas both in terms of financing and development capacity is such that Handshkae will likely only be able to get involved in one or possibly two of the market applications. A further complication is the need to pitch the venture capital community, including their current partners, on the need for the next stage of financing. Their venture capital partners are committed to the firm but are also anxious to see a clear development path that will grow the value of the firm and their invested capital.
# Case Pages: 11
Case Number: 120104-G
Teaching Note: yes
revised Jun 19/06
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