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Handshake VR Inc.: Innovating With Touch
David Rose, Hugh Munro
published: 2006 | Case Study | Marketing
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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