About OpenKnowledge@NAU | For NAU Authors

TASER International, Inc. - Grappling with growth: Working paper series--05-01

Williams, Susan K. and Anderson, Joe S. and Dustman, Jack and Roberts, Scott D. (2005) TASER International, Inc. - Grappling with growth: Working paper series--05-01. Working Paper. NAU W.A. Franke College of Business.


Download (101kB) | Preview


TASER International, Inc. is one of the world's leading less-lethal weapons manufacturers and distributors. The case begins with a dramatic moment, as the brothers who run the company become aware of a highly critical article in Barron's which questions the legitimacy of their high stock price and casts doubt on their continued ability to grow. The case presents the company's counterarguments to the critical Barron's article. (Note that both the Barron's article in its entirety and the response document from the company's website are included with the case as appendices.) Students are shown TASER's powerful and effective marketing strategy to police and military, and then asked to consider whether and how to approach the potentially huge, lucrative consumer market. The case resulted from lengthy in-person, email, and phone interviews with TASER's President, Tom Smith. In addition, the company and its products have been well publicized in the national business press and in the local newspapers. Further, product details and other information on TASERs and other less-lethal weapons have been published in numerous police and military sources. Finally, TASER International's website has been a rich source of supplemental information to support the writing of the case.

Item Type: Monograph (Working Paper)
Publisher’s Statement: Copyright, where appropriate, is held by the author.
ID number or DOI: 05-01
Keywords: Working paper, business case, case teaching method, marketing strategies, business press
Subjects: H Social Sciences > HF Commerce
NAU Depositing Author Academic Status: Faculty/Staff
Department/Unit: The W.A. Franke College of Business
Date Deposited: 19 Oct 2015 21:27
URI: http://openknowledge.nau.edu/id/eprint/1575

Actions (login required)

IR Staff Record View IR Staff Record View


Downloads per month over past year