Team 1 – Corning Incorporated Case OLED (Organic Light Emitting-Diode)

OLED (Organic Light-Emitting Diode Light emitting diode (LED) in which the emissive electroluminescent layer is a film of organic compounds which emit light in response to an electric current. This layer of organic semiconductor material is situated between two electrodes. Generally, at least one of these electrodes is transparent

Corning’s Seven Questions 1.What, if any, are the key megatrends driving the opportunity? Portable electronic devices (smartphones, tablets, ultra-books) Demand for lightweight devices Expanded use of Plasmas (TVs) Increasing demand for large area screens Staffing Geographic market research (Pacific, Europe, North America, South America, Middle East) Product category research (mobile devices, TVs and large surface displays) Research Techniques Consumer markets (surveys, focus groups) Interview product manufacturers (Apple, Sony, Toshiba, LG) Duration 3 Months

Corning’s Seven Questions 2.Is the opportunity large? YES 14.3% estimate increase from 2009 to 2014 Staffing Manufacturing (production engineers) Marketing (product managers) Research Techniques Mockups and proposed specification to key manufacturers Structure feedback sessions based on prototypes Duration 1 Month

Corning’s Seven Questions 3.Is the problem significant – requiring a step change in cost or capability? YES Demand for increased battery life and performance Demand for resolution Staffing R&D Staff Manufacturing Marketing Research Techniques Feasibility study Pilot manufacturing facility Test integration with next generation product Duration 3 Months

Corning’s Seven Questions 4.What is the hypothetical (quantified) value proposition? “Corning’s ability to mass produce a durable and long lasting product” Staffing Testing engineers Research Techniques Quality testing (physical stress testing, power consumption testing, life cycle testing) Specification conformance testing (resolution, power consumption, frame rates) Duration 6-12 Months

Corning’s Seven Questions 5.Is Corning’s approach unique? Is there a possibility for significant differentiation? Yes. Leverage existing relationships with manufacturers or portable electronics Yes. Leverage superior material engineering experience Forecasting significant future competition from generic products but there is room for differentiation Staffing Marketing Research Techniques Competition identification, analyze capabilities in OLED market Duration 3 Months

Corning’s Seven Questions 6.Does it fit Corning’s materials and process expertise? Yes Significant design and manufacturing experience for display surfaces Market knowledge Leverage existing relationships and brand power Staffing Manufacturing Human Resources Executive Research Techniques Determine if product fits into Corning’s core competencies Duration 1 Month

Corning’s Seven Questions 7.Are the required resources available? Yes Staffing Engineering Manufacturing/Facilities/Construction Management Finance and Accounting Research Techniques Site analysis Financial analysis Staffing analysis Duration Months