My Virtual Model: From 3D Model to 2D/3D Dressing Room

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CASE STUDY. Two-part case: First part, the stages of market research to take a concept and turn it into a commercializable product. Second part, the launch of the new application and its commercialization strategy.

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Description

My Virtual Model: From 3D Model to 2D/3D Dressing Room: Abstract

My Virtual Model: From 3D Model to 2D/3D Dressing Room is a case study by Sylvain Senecal.

My Virtual Model (MVM) is a company specialized in the development of 3D shopping environments (personalized virtual model, personalized home decorating, etc.) to facilitate online retail shopping.

In January 2008, in an effort to solve business development problems, MVM decided to develop and market a new application to enable clients, mainly retailers and clothing manufacturers, to offer an online shopping environment combining 2D images of clothing from the electronic catalogue and 3D apparel offered with MVM’s virtual model. This new application was called Visual Search.

The case is divided into two distinct parts. The first part focuses on the stages of market research that must be completed to take a concept and turn it into a commercializable product. The problem in the second part is more strategic and tactical, as it pertains to the launch of the new application and its commercialization strategy.

Teaching objectives

Part 1 of the case has two distinct objectives:

  • The first objective is to have students evaluate strategic choices related to the commercialization of a technology that aspires to become an industry standard.
  • The second objective of is to have students analyze an actual case related to the planning of market research activities for an Internet application developed by a small business.

Part 2 of the case aims to have students analyze the marketing strategy and tactics to be employed during the launch and commercialization of an Internet application developed by a small business with international aspirations.

Multi-part case

  • Part A
  • Part B (only available with a Teaching license purchase/Enseignement par professeurs)

Additional information

Teaching notes are available for professors. Contact the HEC Montréal Case Centre.

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