hort Term Issues

1. Should Stanley Black & Decker apply to Google (the owner of YouTube) to have the video

and any other videos like it removed from the website?

2. Should advertising for Craftsman brand products be re-oriented to emphasize the benefits of buying genuine Craftsman?

3. Should Stanley Black & Decker create and post their own series of videos showing the

superiority of genuine Craftsman tools versus imitations?

Long Term Issues

1. How could the brand equity of Craftsman tools be impacted by 3D printed versions of

their tools?

2. What happens if technology advances to the point that the 3D printed version of a Craftsman tool is just as high in quality as a Craftsman tool purchased through an authorized

reseller?

3. What are the implications of 3D printing on pricing strategies for Craftsman tools?

4. Will 3D printing revolutionize channels of distribution for Craftsman tools? If consumers

can print Craftsman products at home, why would they go to a retailer?