2013 MMICC Case Overview

Title Greenlite Lighting Corporation
Authors William Polushin, Sergiy Zhukov, Richard Doyle
Publisher Desautels Faculty of Management – Program for International Competitiveness
Date September 14, 2011
Pages 27 pages
Overview This case is about a small and successful Canadian distributor and exporter which sells energy-efficient lighting alternatives. It provides insights into the commercial and competitive challenges faced by the company and highlights the steps taken to become a competitive and profitable enterprise since its founding in 1993. Increased competition, new entrants into the energy-efficient lighting market, its heavy reliance on Chinese manufacturers, and its sole focus on the North American market are all issues it must address.
Greenlite’s objective is to steadily increase annual revenues over the next 5 years without expanding beyond the North American market. However, it must do so in a way that will ensure the company remains profitable and sustainable. What is Greenlite to do?[Abstract from Authors]

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