Case Name :      Aldus Corporation

Authors :           Adrian B. Ryans

Source :             Ivey Publishing

Case ID :            990A04

Discipline :        Marketing

Case Length :    21 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

By mid-1988, Aldus Corporation was the market share leader in the global desktop publishing market. Top management was faced with the decision of whether to split Aldus’s product family into two distinct product lines. Each product line would be targeted at different segments of the market: the business market and the creative graphics professional market.