CompuSound Calling

The proprietor of CompuSound Inc. has recently introduced a hardware product for voice communication over networks. Sales to date have fallen short of expectations in the company's originally targeted sound board market and positioning the company in the dynamic PC audio and Internet telephony market appears to be an even greater challenge. With limited resources, the proprietor must decide how to quickly bring his products and technology to market. There are plenty of opportunities for this innovative company, but the difficulties in prioritizing such an entrepreneurial firm are central to the case's illustrative purposes. CompuSound gives students an understanding of the complexity of marketing high technology products, especially for new start-ups. The role of strategic alliances, particularly for research and development purposes, is also portrayed. Finally, the case shows how entrepreneurs become reluctant to relinquish opportunities that were part of the owner's original vision.