Hive Lighting: The Green Solution for Hollywood?

Name: Hive Lighting: The Green Solution for Hollywood? (English version)
SKU: SCG-503

Jeremy Dann, Helena Yli-Renko, Eric Kim

Product #:SCG-503

Supplier:Greif Center for Entrep. Studies-USC Marshall

Discipline:Entrepreneurship

Details:Case (PDF) • 18 pages • 2014-07-15

Subjects:

Corporate social responsibility Entrepreneurship Marketing Product development Corporate governance Sales and marketing Product management Entrepreneurship

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Environmentally friendly theatrical lighting company has to decide how much it should emphasize a green message vs. an efficiency and quality message. The founders must also determine if they want to move beyond their initial niche in set-lighting and enter gigantic segments such as stadium lighting. Hive is also considering a total sales and communications shutdown for 6 months to finalize its products, a move that could potentially cost it hard-earned momentum and recognition.

Learning Objectives

Selecting early sales segments and scope of startup strategy; focus vs. opportunism when leads in new segments with distinct requirements arise. Choosing a green business positioning vs. cost-advantage messaging.