Glegg Water Company and E-Cell: Securing the Adoption of a Superior Technology

Glegg Water Company is an international company that specializes in customizing premanufactured components into full industrial water treatment systems. In the early 1990s, the water treatment industry had introduced a process that removes charged particles from water used in industrial applications. This technology was superior to resin technology because it was more environmentally sound and more reliable. However, its applications were limited to low water flows. Glegg, through its development of the E-Cell, refined the technology that made it available to high water flow operations, was expandable and more versatile than previous systems. In spite of the clear technological superiority, Glegg was finding it difficult penetrating the market. The chief executive officer must develop a strategy and marketing plan that will make E-Cell the industry standard.