Shearwater Research Inc.: Direct to Consumer?

June Cotte

商品編號：W49010
出版日期：2026/03/10
再版日期：
商品來源：
商品主題：Marketing
商品類型：Case (Field)
涵蓋議題：channel conflict, online sales, DTC
難易度：5 - MBA/Postgraduate
內容長度：14 頁
地域：Canada
產業：Manufacturing
事件年度：2025

In December 2025, the CEO of Shearwater Research Inc. in Vancouver, Canada, was considering growth options for the privately held company. Shearwater Research was renowned globally for high?end dive computers used by technical, recreational, and military divers.

The company was considering launching its own e?commerce channel and selling directly to consumers via its website. The senior leadership team had differing opinions on this decision, and the CEO knew he had to consider all aspects before proceeding.

The case provides a real-world context for discussing distribution strategy, channel conflict, digital transformation, and customer experience management in technical consumer goods markets.

教學手冊：Shearwater Research Inc.: Direct to Consumer? - Teaching Note
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