Abstract
Bic, a leader in disposable consumer goods such as razors, lighters and pens, and Orange, a leading mobile communication operator, collaborated to jointly create the Bic Phone, a simple yet fun and attractive low end phone. The case describes the project from the initial idea to the launch. The objective is to illustrate an innovation process with little new technology involved and an emphasis on partnership. Specifically, it can show students how innovations can have a real market impact without necessarily being of radical nature. The case is intended for an audience of undergraduates and graduates for a course on marketing or innovation.