Teaching Notes; The Bear Claw Drywall Clips: Taking A New Product To Market

Main Article Content

Jerrold A. Van Winter

Keywords

Entrepreneurship, Marketing, Marketing Research, Marketing Strategy, New Product Development Process

Abstract

The Bear Claw case study was published in the Journal of Business Case Studies (September/October 2011 issue, Volume 7, Number 5). The case study has been used in marketing and entrepreneurship classes at several universities. Based on feedback from these classes and comments from individual reviewers, these notes were developed to support the teaching of the case. 

The Bear Claw drywall repair clips provide a unique and effective method for repairing damaged drywall. The product received positive trade and press feedback. However, the Bear Claw has yet to achieve the commercial success expected. After working through the case discussion questions, students should be able to identify missteps made in the past in commercializing the product and suggest potential strategic directions for the future of the Bear Claw

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