In 2016, Microsoft explores the possible entry into the remote telepresence robot market. Using the Bass forecasting model, students must develop a 10 year forecast for robotic telepresence penetration in the US market based on a scenario that they develop (pessimistic, optimistic, etc. scenario for adoption). Using these forecasts, the student must then make recommendations to Microsoft for a strategy to pursue.
A case study is deemed managerially complex when its solution is ambiguous, unclear, or requires extensive judgment calls; it is best suited for advanced students or executive education settings.
A case study is deemed technically complex when its solution requires extensive data manipulation, or when it requires to juggle with more than one marketing model.
Some case studies depict historical problems taking place decades ago. While graduate students and executive education participants have no problem with these cases, undergraduate students might find them dated.