Case Name :      Glegg Water Co. and the E-Cell: Securing the Adoption of a Superior Technology

Authors :           Pratima Bansal, Ryan Maund

Source :             Ivey Publishing

Case ID :            901M03

Discipline :        Marketing

Case Length :    11 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Glegg Water Co. 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, making it available to high water flow operations. Despite the clear technological superiority, Glegg was finding it difficult penetrating the market. The CEO must develop a strategy and marketing plan that will make E-Cell the industry standard.