政大個案中心 NCCU COLLEGE OF COMMERCE · CBCC

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29Blinco: Scaling Challenges for a Marketing Consultancy

內容大綱
29Blinco, a Perth, Australia-based marketing consultancy, found early success by specializing in the energy transition sector, supporting resource and engineering companies working toward de-carbonizing industrial practices and enabling a clean energy future. Two years after its inception, annual revenues had grown fast, but 29Blinco had also become a victim of its own success: the business model and principles that differentiated its brand promise seemed to be holding it back from meeting growing demand for its services. The founders and directors at 29Blinco faced critical decisions about whether to compromise on their business model and principles. Could they service more clients and work without undermining what they had built and what they stood for?
學習目標
This case is suitable for undergraduate, graduate, and executive programs. It fits well with services marketing, entrepreneurship, and social enterprise courses. After working through the case and assignment questions, students will be able to do the following:<br><br><ul><li>Analyze how a business to business (B2B) start-up in a crowded agency and consultancy marketplace can create a competitive advantage (e.g., through hyper-specialization and value-based pricing).</li><li>Identify the challenges entrepreneurs and start-ups face when building a marketing service business focused on a niche market.</li><li>Develop scaling strategies to grow a maturing business from the start-up phase.</li><li>Identify the role operating principles and business ethics play in creating value and brand promise.</li></ul>
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