Team 1 – Corning Incorporated
Case
OLED (Organic Light Emitting-Diode)
OLED (Organic Light-Emitting
Diode
•
Light emitting diode (LED) in which the emissive electroluminescent layer is a film of
organic compounds which emit light in response to an electric current. This layer of
organic semiconductor material is situated between two electrodes. Generally, at least
one of these electrodes is transparent
Corning’s Seven Questions
1.
What, if any, are the key megatrends driving the opportunity?
• Portable electronic devices (smartphones, tablets, ultra-books)
• Demand for lightweight devices
• Expanded use of Plasmas (TVs)
• Increasing demand for large area screens
Staffing
• Geographic market research (Pacific, Europe, North America, South America, Middle
East)
• Product category research (mobile devices, TVs and large surface displays)
Research Techniques
• Consumer markets (surveys, focus groups)
• Interview product manufacturers (Apple, Sony, Toshiba, LG)
Duration
• 3 Months
Corning’s Seven Questions
2.
Is the opportunity large?
YES
• 14.3% estimate increase from 2009 to 2014
Staffing
• Manufacturing (production engineers)
• Marketing (product managers)
Research Techniques
• Mockups and proposed specification to key manufacturers
• Structure feedback sessions based on prototypes
Duration
• 1 Month
Corning’s Seven Questions
3.
Is the problem significant – requiring a step change in cost or
capability?
YES
• Demand for increased battery life and performance
• Demand for resolution
Staffing
• R&D Staff
• Manufacturing
• Marketing
Research Techniques
• Feasibility study
• Pilot manufacturing facility
• Test integration with next generation product
Duration
• 3 Months
Corning’s Seven Questions
4.
What is the hypothetical (quantified) value proposition?
“Corning’s ability to mass produce a durable and long lasting product”
Staffing
• Testing engineers
Research Techniques
• Quality testing (physical stress testing, power consumption testing, life cycle testing)
• Specification conformance testing (resolution, power consumption, frame rates)
Duration
• 6-12 Months
Corning’s Seven Questions
5.
Is Corning’s approach unique? Is there a possibility for significant
differentiation?
• Yes. Leverage existing relationships with manufacturers or portable electronics
• Yes. Leverage superior material engineering experience
• Forecasting significant future competition from generic products but there is room
for differentiation
Staffing
• Marketing
Research Techniques
• Competition identification, analyze capabilities in OLED market
Duration
• 3 Months
Corning’s Seven Questions
6.
Does it fit Corning’s materials and process expertise?
Yes
• Significant design and manufacturing experience for display surfaces
• Market knowledge
• Leverage existing relationships and brand power
Staffing
• Manufacturing
• Human Resources
• Executive
Research Techniques
• Determine if product fits into Corning’s core competencies
Duration
• 1 Month
Corning’s Seven Questions
7.
Are the required resources available?
Yes
Staffing
• Engineering
• Manufacturing/Facilities/Construction Management
• Finance and Accounting
Research Techniques
• Site analysis
• Financial analysis
• Staffing analysis
Duration
• 12-18 Months