個案資料
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OYO: Global Expansion
內容大綱
Between 2016 and 2019, the India-based budget hotel start-up Oravel Stays Private Limited (OYO) expanded into nine countries, including the United Kingdom and the United States. However, OYO faced several crises in its home country: contracted hoteliers of OYO threatened to file lawsuits against the start-up for breach of contract, and customers raised service quality issues. Critics believed that with such rapid internationalization, OYO’s founder was simply burning through the cash of venture capitalists. Nevertheless, the founder was determined to expand internationally while enhancing OYO’s service portfolio in India. Should he reconsider his decision to focus on international markets instead of the domestic market? Could legal issues in OYO’s home country create impediments to this growth plan? How should he deal with these issues?
學習目標
This case is intended for both undergraduate- and graduate-level courses on international marketing, marketing management, or strategic marketing. The case deals with the rapid internationalization strategy of a start-up. The case further discusses the optimal path for internationalization and how reputation in the home country affects the business of a start-up in the host country. Also, the case discusses challenges associated with the simultaneous pursuit of product and geographic diversification. After working through the case and assignment questions, students will be able to do the following:<ul><li>Critically analyze the international expansion strategy of a start-up.</li><li>Understand how issues in the home country affect a start-up’s reputation and business in the host country, especially in the context of emerging market firms.</li><li>Critically explore issues with the speed of internationalization as well as what factors affect the timing of internationalization.</li><li>Understand the role of venture capitalists in a firm’s internationalization strategy.</li></ul>