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YourStory.com: Strategically Communicating Entrepreneurial Journeys
內容大綱
In July 2015, the founder of YourStory Media Private Limited (YourStory) needed to make key strategic decisions to scale up her business. YourStory was a top-ranked online media platform that focused on developing the entrepreneurial ecosystem in India by publishing news stories about entrepreneurs and start-ups and by organizing entrepreneurial conferences and events. Since its inception in 2008, the company had grown slowly and steadily using its own funds. However, it needed to expand rapidly in order to attract venture capital funding. YourStory’s founder knew that potential investors would translate their initial interest into actual investments only if she was able to demonstrate that YourStory had a coherent, comprehensive, and consistent story of its own. She had identified various strategic growth alternatives: given the evolving online media marketplace, which should she pursue to meet her expansion goal?
學習目標
This case can be used in MBA and other graduate-level management programs in courses such as strategic management, entrepreneurship, and management of e-businesses. The case can be used to help students understand how business strategy is formulated by considering market opportunities and evaluating the resources and capabilities of the organization. Students will learn how to:<ul><li>set appropriate decision criteria for evaluating alternative approaches to meeting objectives;</li><li>evaluate alternatives from various perspectives and recommend a coherent strategy; and</li><li>carry out a strengths, weaknesses, opportunities, and threats analysis.</li></ul>