Analyzing Risk and Uncertainty of New Product Marketing: The Case of eMerge Interactive and VerifEYE®

This teaching case focuses on the application of decision tools to assist managers making choices in an uncertain business climate. The case considers the difficult task of introducing a new product into the market. Under consideration is a sophisticated, surface-scanning technology that has applications in the food processing, food retail, and health industry sectors. Management of eMerge Interactive is faced with uncertainties in legislation, demand, and competitor response. The case can be used as part of a course in strategy and/or risk management where tools such as influence diagrams, scenario and payoff matrices, decision trees, and real options are introduced.