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We Are Knitters: Crafting a Resilient Digital Business
內容大綱
Many people thought of knitting as a hobby for grandmothers, but the time-honored craft had evolved into a booming business with loyal, passionate, and interactive customers worldwide. The Spanish e-commerce business We Are Knitters (WAK) spent the last decade growing into what investors called the “world leader in online knitted kit sales,” a segment of the global $100 billion knitting industry. WAK’s sales soared by 240 per cent between April 2019 and April 2020 due to the arrival of the COVID-19 pandemic in early 2020. By February 2021, while WAK’s co-founders were still grappling with pandemic-related challenges, ahead of WAK's 10-year anniversary, they also started to look ahead to consider plans for further growth and internationalization while maintaining their business model and competitive advantages.
學習目標
This case would fit well in courses at the undergraduate and graduate levels, specifically in those covering aspects of (global) entrepreneurship, strategic management, international business, supply chains, or e-commerce companies. After working through the case and assignment questions, students will be able to do the following:<ul><li>Identify key elements of a company’s business model and how it evolves over a company’s journey.</li><li>Recognize a company’s sources of competitive advantage by applying the VRIO (valuable, rare, inimitable, organized) framework.</li><li>Understand the vulnerabilities that might exist (and be amplified during a crisis) in a company’s supply chain, and weigh options to mitigate them.</li><li>Recognize how a company can anticipate shifts in demand and improve demand forecasting abilities.</li><li>Assess a company’s internationalization strategy and develop recommendations for future expansions.</li></ul>