3M Optical systems case study solution of super five team lead by V.V.L.N. Sastry for EPGSBL of IIM Calcutta, India.

1. New Idea Generation
and
Scaling in Organizations
– 3M Optical Systems MCE
Case Solution
By
V.V.L.N. Sastry
Abhishek Sinha
Sagar Kalantre
Gaurav Saxena
Sarvade Thirumalesh Rao
08-Aug-2019
Confidential
Not to be shared before the
time of discussion by the team
to other teams excepting to
IIMC Office for Professors
Review

2. We have taken two different roles in this case study,
Andy Wong and Paul Guehler.
&
We are tasked with evaluating the business decision
on whether to proceed with a new product proposed
by the 3M Optical Systems division or not.

3. Three possible actions:
1) Go;
2) Postpone/cancel;
3) Other options.
Listing the positives for going forward with the product proposal.
There are at least six (6) positives to discover in the case.
1. Supporting development group who is sure the redesigned product will succeed
2. Increase credibility of department and self by proceeding with launching of successful
privacy screen.
3. Division has been losing money; a successful launch may help to show value of division.
4. 3M is based on innovation. It is important to continue this thrust
5. Large potential sales for new product.
6. Proposed product will be better than existing products on the market.

4. Listing the reasons for postponing or canceling the product proposal. There are at least six (6) reasons to
discover in the case.
1. While the group is sure that the privacy screen filter will succeed, their track record has been questioned
lately. By postponing or canceling the product proposal further disgrace may be prevented
2. Launching the privacy screen will take funding. There are two other projects that will also soon need
funding. It may be wrong to ask for funding at this time
3. There are many layers to go through to get approval. It may not be worth the effort.
4. Despite initial customer interviews and focus groups, sales do not seem to warrant new product
5. There is no budget remaining for more market research, so it is difficult to determine actual need.
6. Market is increasingly competitive, with four large, major competitors already involved
7. Unsure if screen can be produced economically, and Unsure if target price can be met based on costs

5. Listing other options.
There are at least three (3) other options to consider.
1. Use informal channels and seek support from mentors in the organization to try to get
approval for project.
2. Try to restructure the project so that it can be done within the unit without seeking
approval through either formal or informal systems.
3. Partner with Sumitomo and work together to find better, more economical solution for
marketplace.
4. Continue to work on product, reducing costs and increase capability until it can be a
product that is fully acceptable by COSD, DSMD and rest of corporation.
Make a decision on which action Andy will take and explain his justification.
As Andy Wong, if I were sure this product was going to be successful, I would push
it forward. It seems crucial that OS needs a strong win in order to remain viable, and to be
able to justify funding in the future. In order to push it forward, however, I would ensure that
it had support from COSD so that it would get sufficient sales support and exposure in the
organization. If the product is not pushed forward, it is likely OS will be disbanded.

6. Assume that Andy Wong has found reasons to propose the new product
for approval. We must weigh all the information given to us by Andy
Wong and consider the Optical Systems' past performance.
Listing the reasons for approving the product being put into production.
There are at least four (4) given in the case.
1. Results of OS division do not match high potential
2. A new product would help this division gain credibility and
exposure
3. It is necessary for the OS division to perform or it will be
eliminated. The privacy screen could be a way to show value of
division to organization
4. Want to be viewed as supportive of new initiatives

7. Listing the reasons for rejecting the product being put into production.
There are at least four (4) given in the case.
1. Product does not appear to have adequate sales potential based on
current pricing.
2. 3Ms Commercial Office Supply Division and Data Storage Markets
Division have not yet been persuaded to commit to distributing the
new product.
3. OS Division is pulling down overall performance numbers, it is wrong
to continue to allocate time and energy to this division based on last
five years performance.
4. Have five business units to develop and don't want to put the whole
division on line over bad decision.
5. OS has low credibility in the corporation.

8. Make decision on what to do with the product and explain with
reasoning.
1. I would hold-off on the product.
2. There are too many strong reasons not to go forward and
the product is lacking corporate support and a strong
consumer need based on its current price structure.
3. Plus, my plate is full. I need wins, and am not willing to back
potential losers.