Serigrafica Tosi is a small family-owned producer of screens for silk-screen printing for the ceramics industry. In the late 1990’s, Serigrafica Tosi introduced an innovation which combined increased efficiency and flexibility in the production process with substantial benefits for the end user. The case portrays Mr. Tosi as he ponders over major issues related to the exploitation of the new technology. Should he retain exclusive rights or grant the license to some competitors, as his clients are pressing him to do? Should he expand his own sales force or grant distribution rights to a large wholesaler? Should he invest in further refinement of his proprietary technology or invest into other rising technologies that could possibly undermine his current source of competitive advantages? The case can be used to discuss issues in entrepreneurship, management of technology and innovation, and profiting from technological innovation.
Serigrafica Tosi
RAVASI, DAVIDE
2005
Abstract
Serigrafica Tosi is a small family-owned producer of screens for silk-screen printing for the ceramics industry. In the late 1990’s, Serigrafica Tosi introduced an innovation which combined increased efficiency and flexibility in the production process with substantial benefits for the end user. The case portrays Mr. Tosi as he ponders over major issues related to the exploitation of the new technology. Should he retain exclusive rights or grant the license to some competitors, as his clients are pressing him to do? Should he expand his own sales force or grant distribution rights to a large wholesaler? Should he invest in further refinement of his proprietary technology or invest into other rising technologies that could possibly undermine his current source of competitive advantages? The case can be used to discuss issues in entrepreneurship, management of technology and innovation, and profiting from technological innovation.
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