Skip to main content
Search
Extended-form Case Study

Philips: global vs. multidomestic strategy in CRT TV

Published on August 31, 2025   23 min

A selection of talks on Technology & Operations

Please wait while the transcript is being prepared...
0:00
I'm Shahid Zaki, former CEO of Philips Pakistan and visiting professor at IBA Karachi. This is a case I have written on global versus multidomestic strategy in TV. But at that time, there was CRT TV. That's why I said CRT TV.
0:29
It's meant to illustrate how the markets have shifted from a multidomestic format to a global format. We now have all global products in the sense that the laptops, the computers, the TVs, they are all global. This is a very interesting case, which I have personally witnessed, and that's why I have a lot of emotional linkages with that case.
1:05
Philips started as a lighting company. It was in the late 1800s that Gerald and Anton Philips, the founding brothers, saw potential in the emerging field of electric lamps. It wasn't an easy path as they ran across financial difficulties which derailed their ambition. But Anton's banking experience saved the fledgling company. This laid the foundation for the relentless innovation that would follow Philips through its history. By 1915, the Arga lamp was introduced, marking the company's first full-fledged light bulb, paving the way for what would later evolve into television technology using CRT, a type of bulb itself. This is the product that we will discuss.

Quiz available with full talk access. Request Free Trial or Login.

Show
Hide

Philips: global vs. multidomestic strategy in CRT TV

Embed in course/own notes