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Innovation and New Product Development Case Study

Case Title:

Motorola: Differentiation through Designing

Publication Year : 2005

Authors: Shahida Kathawala

Industry: Engineering, Electrical and Electronics


Case Code: IPD0051B

Teaching Note: Not Available

Structured Assignment: Not Available

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The case focuses on Motorola’s use of design as a tool for differentiation. Motorola, the 2nd largest cell phone manufacturer, under the leadership of Edward Zander, has used designing to stop the decline in its market share and reclaim the number two position from Samsung. The case talks about Moto Razr, the thinnest cell phone ever created. Along with the design innovations for the Razr, the case talks about the evolution of design as a strategy at Motorola and the basis of the future generation of cell phone such as the Pebl, the Slvr and the Rokr. The case study also showcases the importance of marketing and supply chain management and the integration of the various functions to make the Razr the most successful product in the Motorola portfolio after StarTac. The case ends with a discussion of the competitors’ strategy and the challenges that Motorola might encounter in the future.

Pedagogical Objectives:

  • To understand about Moto Razr in Motorola
  • To understand the importance of marketing and supply chain management
  • To understand how Motorola differentiated its products through designing.

Keywords : Differentiation; Design; Cellphone market; Evolution of design; Integration; Marketing; Innovation Management Case Study; Supply Chain Management; Competitors; market share


  • Introduction
  • Motorola's Journey through the decades: From 1980s to 2000s
  • Designing the Razr
  • Marketing the Razr
  • Future Strategy and Challenges

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