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Zenith: Strategic Responses to Japanese Competition in the U.S. Color Television Market

JSME Vol 2: 2005

Author(s): Ira M. Millstein (Weil Gotshal & Manges LLP and Yale School of Management)

Abstract:
Zenith, founded in Glenview, Illinois in 1919, was one of the country?s oldest and largest electronics manufacturers, and a pioneer in the design, development and manufacturing of home electronics products. Zenith?s commitment to quality and its exceptionally loyal group of independent distributors propelled it to the number one position in the U.S. color TV market in the 1960s. However, Zenith?s market share was becoming increasingly threatened by Japanese competition. This case describes the strategies Zenith undertook as competition in the electronics industry intensified.

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