Microsoft Windows: The Launch of Windows 7, 909A23-PDF-ENG

Articles:

(Optional) A Canonical Model of Choice with Initial Endowments, The Review of Economic

Studies, Volume 81, Issue 2 (2014)

Case Questions:

1. As Steve Ballmer, you are faced with managing consumer perceptions of Windows 7 in the

wake of the public relations failure of Vista. In devising the advertising campaign, what should

the ad message focus on during the launch of Windows 7? Consider whether or not special

consideration should be given to restoring negative perceptions of the Microsoft brand.

2. Although both the Windows 7 operating system and Microsoft Office productivity suite are

ubiquitous products, make recommendations on whether the launch campaign should be focused

on a particular consumer segment or broad.

3. In terms of pricing, should Microsoft vary the price for those upgrading their current operating

system from XP or Vista versus those purchasing the operating system on a brand new

computer? Should pricing continue to vary as a function of the user segment? Finally, should

Vista and XP be offered alongside Windows 7, and if so, how much should Vista and XP cost?

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