個案資料
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Blue Apron: Disruption in the U.S. Food Industry?
內容大綱
In late 2017, the newly appointed chief executive officer of Blue Apron, a pioneer in the subscription-based meal kit delivery service in the United States, faced several operational and revenue growth challenges. Since its inception in 2012, Blue Apron had invested heavily in marketing to acquire new customers, but rapid growth had led to challenges, and efforts to resolve those issues had led to further problems. Blue Apron also faced several operations and human resources challenges that had resulted in late and missed deliveries. Competition was fierce from both other start-ups such as HelloFresh and established retailers such as Amazon Inc. Could the new chief executive officer ensure that Blue Apron became profitable, or was the company destined to exit the market or be acquired by an established retailer?
學習目標
This case, which deals with disruptive innovation, the business model canvas, strategic groups, and organizational life cycle analysis, is intended for undergraduate and postgraduate courses in entrepreneurship, business strategy, and innovation. After completing the case, students will be able to<ul><li>understand the challenges associated with the fast growth of start-ups;</li><li>critically analyze disruptive innovation;</li><li>discuss the business model canvas and strategic groups;</li><li>critically analyze the importance of having different activities across the organizational life cycle; and</li><li>discuss measures to resolve the growth-related challenges of a start-up.</li></ul>