... sophisticated projectors for industrial applications. Furthermore, the strengths of BPS were in electronics where evidently better performances were achieved than its competition in each of the main area of evaluation. Consequently, Barco's competition in industrial projection had adopted its practice of segmenting markets by scan rate1. 1. The Challenge In late 1989, Barco N.V's projection system division (BPS) was faced with a serious problem that threatened the heart of the division's sales - they stood to lose as much as 75% of the forecasted 1990 profits. The problem - Sony's surprise introduction of a much better priced and highest-performing projector ever since - the '1270 superdata projector'. Since the repositioning, BPS's strategy was led by a perfect leverage of its strengths and abilities -> a perfect offer in niche markets. Its vision was ever since to be the pioneer in the market. Being the first to introduce a product with very ...

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