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Braze Mobility: Mobilizing Plans for Growth
內容大綱
In March 2020, Canadian-based venture Braze Mobility was experiencing growth challenges. The company had commercialized an anti-collision system to enable safe wheelchair navigation, which had been well received by the US market following a fruitful collaboration with the US Department of Veterans Affairs. The chief executive officer of Braze Mobility was now facing some big decisions. Should the company continue to expand its current export model, diversify into the Canadian market, or tap into growing online demand directly from consumers? Compounding the complexity of the problem was the departure of a key member of the team and the onset of the COVID-19 pandemic. Braze Mobility was well positioned for growth, but its next steps would be crucial to its success or failure.<br><br>Related case: Academic Entrepreneurship: Navigating Commercialization Challenges, product number W28370.
學習目標
This case is suitable for use in courses in entrepreneurship, marketing, and leadership at the undergraduate and graduate levels. This case enables students to do the following:<ul><li>Familiarize themselves with strategic and operational aspects of business planning.</li><li>Highlight the issues that entrepreneurs encounter when contemplating growth strategies.</li><li>Become aware of the importance of aligning functions and structures to growth strategies when making hiring decisions.</li><li>Understand the importance of product differentiation and positioning in the market.</li></ul>