個案資料
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Campus Sutra: The Making of an Indian Online Fashion Brand
內容大綱
In 2016, just four years after launching their business, the four founders of Campus Sutra (a youth-oriented online fashion brand) had to decide whether to join an online marketplace’s brand accelerator program. Joining the program promised rapid growth, but the exclusivity clause was risky. How should the founders evaluate the lucrative proposal? Nurturing high-quality private labels through support programs that accelerated the growth of exclusive brands seemed to help the platforms enhance customer engagement, but was the promise of support from the online marketplace worth the restrictions of platform exclusivity?
學習目標
This case can be used in specialized or elective courses on e-commerce and strategies in a digital economy to introduce and demonstrate the difference between platform and pipeline thinking from a seller’s perspective on a platform. After working through the case and assignment questions, students will understand growth drivers of an e-tailer start-up as a producer on a platform or in a marketplace. Specifically, students will be able to<ul><li>identify drivers of network effects in a digital marketplace;</li><li>appreciate the role separation between a platform owner and other participants (here, a producer) on a digital platform; and</li><li>recognize the difference between accretive and depletive relations between platforms and producers.</li></ul>