Sonance (B)

In 2005 Sonance, the inventor of in-wall speakers, was facing declining profitability and losing market share to competition. The company had to rethink its marketing strategy to find a path to profitable and sustainable growth. This case summarizes Sonance's choices, events, and developments occurring since the 2005 situation described in the Sonance at a Turning Point, Columbia CaseWorks case ID#080515.