HomeResearch & Knowledgeback to HomeMarketingback to Research & KnowledgeXiameter: The past and future of a “disruptive innovation”back to Marketing

Case Study

Xiameter: The past and future of a "disruptive innovation"

By Kamran Kashani and Inna Francis

21 pages

December 2006

Reference: IMD-5-0702

The case study is about a successful strategy formulated at Dow Corning for marketing commodity silicones, a chemical used in diverse applications. It deals with important issues in B2B marketing: refocusing on user needs and developing a “needs-based” segmentation of industrial customers; bundling and de-bundling of technical services; branding of commodity chemicals; web-based low price/no-frills value proposition; making money with commodities. The case also describes a “tipping point” in Dow Corning’s history and strategy where their leadership in the silicone business was at stake; management had to chart radically new ways to compete in commoditized markets–what they call their “disruptive innovation”. At the end the students are asked to look at the success of Xiameter (the company’s web-based brand) and decide its future. The choices are: maintain status quo; incrementally fine tune the strategy; go for a major overhaul.

Learning Objective

The Xiameter case can be used to: 1) show an example of using customer insights in successfully re-defining business and marketing strategies; 2) address issues of segmentation, value proposition and branding in industrial marketing; 3) demonstrate how two contrasting value propositions could be offered to industrial customers under different brands; 4) discuss value innovation in B2B markets ; 5) examine and analyze elements of a successful web-based business model; 6) learn how adversity can challenge an organization to re-define its business and marketing strategies for future success.

Keywords

Dual Branding, eCommerce, Industrial Segmentation, Marketing

Settings

World/global
2001-2006

Available Languages

English, Spanish

IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]

IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information related to case studies, please contact Case Services.

Contact

Research Information & Knowledge Hub for additional information on IMD publications

2011 ECCH AWARD WINNER (Marketing)

Best-selling Case Study

Keep reading

Article

Women must play leading role in era of ‘fair AI for all’

The ability of women to empathize and act ethically makes them ideally placed to lead us into a future where AI benefits all society, not just the wealthy.

Artificial Intelligence Technology Management

By Rupa Dash

in I by IMD

Case Study

Down under the data: LPX explores listed private equity

Finance Data Analytics

By Arthur Enders, Karl Schmedders and Maximilian Ulrich Werner

Article

Business and Science - Partners for sustainability

Business sustainability can be promoted by reconciling corporate objectives with scientific insights.

Sustainability

By Amanda Williams, John N. Parker, Steve Kennedy and Gail Whiteman

in I by IMD

Article

The business value of gamification: 5 tips for success and 2 pathways to failure

Gamification projects can result in very different outcomes, depending on which features are included – and which are left out. Here are five tips for success and two mistakes to avoid. Gamification projects can result in very different outcomes, ...

By Michael G. Jacobides, M. Dalbert Ma, Konstantinos Trantopoulos and Vasilis Vassalos

in I by IMD

Case Study

The five types of negotiators: Understanding diverse negotiator styles

Negotiation Coaching Communication General Management Leadership Value Creation

By Michael D. Watkins

Case Study

Sheng Siong Supermarket in Singapore: A unique values-based advantage?

Family Business Customer Centricity Leadership

By Marleen Dieleman, Yunfei Feng and Yu Jing Gan

Case Study

SURFing the TSUNAMI: A framework for assessing and adapting in turbulent times

Future Readiness Agility Business Transformation Leadership

By Michael D. Watkins

Down under the data: LPX explores listed private equity

By Arthur Enders Karl Schmedders and Maximilian Ulrich Werner
Case reference: IMD-7-2583 ©2024

Summary

LPX AG, founded in 2004 by Michel Degosciu and Robin Jakob, is a leader in listed alternatives, focusing on listed private equity (LPE) and listed infrastructure. With its pioneering LPX Listed Private Equity Index series and NMX Infrastructure Index series, LPX provides essential benchmarks and innovative index-linked products used globally by asset managers. In February 2024, Michel returns from a skiing holiday, ready for a pivotal business trip to Sydney. He will meet with an investment advisory firm interested in developing new financial products based on LPX’s flagship indices, LPX50 and LPXBO. This meeting is crucial for enhancing LPX’s global market presence. Michel anticipates rigorous scrutiny from the Sydney analysts on the risk metrics and performance of LPE stocks. He plans to present a detailed analysis, showing when LPE stocks excel and underperform, integrating comprehensive risk factors for a nuanced understanding. The LPX50 Index captures the performance of the 50 largest LPE companies worldwide, while the LPXBO Index focuses on buyout strategies. Both indices have demonstrated superior long-term performance compared to the MSCI World Index, though with higher volatility. Michel's analysis reveals that LPX indices offer risk-adjusted returns comparable to the MSCI World Index. Employing the capital asset pricing model (CAPM) and a six-factor model, Michel quantifies the indices’ market risks and performance drivers, showcasing LPX’s sophisticated analytical capabilities. His goal is to demonstrate LPX’s expertise and the compelling investment potential of LPE, aiming to attract global investors and solidify LPX's reputation for future growth.

Reference IMD-7-2583

Organization LPX Group

Industry Finance and Insurance, Financial Services

Available Languages English

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Finance

Data Analytics

Browse all topics

AllSaints: Balancing the heart and head for sustainable results

By Susan Goldsworthy and Nancy Lane
Case reference: IMD-7-2463 ©2024

Summary

While retail company AllSaints had delivered a great performance in 2022 – with revenues of £470 million – it faced multiple challenges. First, keeping stores open was a fundamental strategy for the company to connect to customers and deliver a better employer proposition, but foot traffic had not returned to pre-pandemic levels and stores were not profitable. Second, the customer service department had experienced increased calls due to the digital channel and had requested more staff. However, it experienced a high turnover. Finally, the management team had agreed in mid-2021 to transition the customer service role away from the central team and toward stores but nothing had happened yet, resulting in a heavy customer workload on Black Friday. The case explores how AllSaints CEO Pete Wood examined and worked to resolve these issues.

Reference IMD-7-2463

Organization AllSaints

Industry Consumer Services, Retail

Available Languages English

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Leadership

Browse all topics

The five types of negotiators: Understanding diverse negotiator styles

By Michael D. Watkins
Case reference: IMD-7-2596 ©2024

Summary

This note, designed for use in sessions and programs on negotiation, explores five distinct negotiator types: competitor, collaborator, strategist, innovator and problem solver. Each type has unique characteristics, strengths and weaknesses that come into play in negotiation scenarios. The competitor is assertive and results-focused, excelling in crises but potentially struggling with long-term relationships. The collaborator seeks win-win outcomes and thrives in complex negotiations. The strategist is analytical and methodical, focusing on long-term outcomes. The innovator is adaptable and creative, finding unique solutions in dynamic environments. The problem solver is practical and efficient, focusing on workable solutions. The note provides detailed profiles of each type, including their approach, assumptions, strengths and weaknesses, and it also makes recommendations for improvement. It offers guidance on identifying these types and suggests strategies for effectively negotiating with each one. A comparative analysis explores how the types differ in primary focus, approach to conflict, and risk tolerance. The framework builds upon previous negotiation models while offering a more comprehensive and actionable categorization. It also discusses cultural considerations in negotiation styles and includes a self-assessment tool to help readers identify their own negotiation style.

Reference IMD-7-2596

Available Languages English

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Negotiation

Coaching

Communication

General Management

Leadership

Value Creation

Browse all topics

Sheng Siong Supermarket in Singapore: A unique values-based advantage?

By Marleen Dieleman Yunfei Feng and Yu Jing Gan
Case reference: IMD-7-2589 ©2025

Summary

Founded by Lim Hock Chee in 1985, Sheng Siong has evolved from a humble grocery store into a leading supermarket chain in Singapore, renowned for its cost-effective pricing and commitment to customer satisfaction. Mr Lim’s unique philosophy, which emphasizes self-cultivation, perseverance and positivity, has been instrumental in shaping Sheng Siong’s culture and driving its success. Under his guidance, Sheng Siong has grown to over 74 stores, expanded into China and embraced digital innovation while staying true to its heartland roots. However, with evolving consumer behavior and increasing competition from online platforms, Sheng Siong faces new challenges. Can Mr Lim’s philosophy continue to inspire innovation and guide Sheng Siong toward sustained growth and success in the future?

Reference IMD-7-2589

Organization Sheng Siong Group

Industry Consumer Services, Retail

Available Languages English

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Family Business

Customer Centricity

Leadership

Browse all topics

SURFing the TSUNAMI: A framework for assessing and adapting in turbulent times

By Michael D. Watkins
Case reference: IMD-7-2629 ©2024

Summary

This technical note introduces two powerful frameworks for navigating complex, rapidly changing business environments: TSUNAMI and SURF. The TSUNAMI framework provides a comprehensive tool for assessing external challenges across seven dimensions: technological disruption, socio-economic shifts, upheaval potential, network vulnerability, accelerating climate impacts, market transformation, and impact intensity. The SURF framework complements this by focusing on developing adaptive organizational capabilities: strategic thinking, unified ecosystem leadership, resilient organization and flexible tenacity. The note offers detailed explanations of each framework, practical assessment tools and guidance on their application. It serves as a standalone resource for leaders and organizations seeking to enhance their ability to thrive in turbulent times. Additionally, it provides the theoretical foundation for the GreenGro case series (A) and (B) (IMD-7-2627 and IMD-7-2628), which illustrates the practical application of these frameworks in a real-world scenario. Whether used independently or in conjunction with the GreenGro cases, this technical note equips readers with valuable tools for systematic analysis of complex business environments and development of adaptive organizational capabilities. It is designed to be relevant across various industries and applicable to different levels of management education, from advanced undergraduates to executive education participants.

Reference IMD-7-2629

Available Languages English

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Future Readiness

Agility

Business Transformation

Leadership

Browse all topics