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Exploring the Last Five Kilometers Travel Business: Liu Feng’s Opportunity
內容大綱
<div style="font-size: 0.94em; line-height: 1.4;"><p align="justify">This case examines the innovation path in the entrepreneurial journey of Liu Feng, founder of Nanjing Kuickwheel Intelligent Technology Co., Ltd. (Kuickwheel), a high-tech company established in 2014 in China’s Jiangsu Province. Aspiring to become a provider of short-distance travel solutions with advanced software and hardware, Kuickwheel was committed to building a user-preferred travel mode with a 5 km range. In 2022, Liu was considering the best way of addressing intrapreneurship processes to develop Kuickwheel’s next generation of products to take advantage of the opportunities presented in the smart travel market. Liu was a serial entrepreneur and had created several previous businesses. How could this experience help him identify and realize the next electric scooter opportunity?
學習目標
<div style="font-size: 0.94em; line-height: 1.4;"><p align="justify">This case is suitable for use at undergraduate and postgraduate levels, in MBA and executive MBA courses, and for entrepreneurs and business executives on courses on innovation and entrepreneurship management and marketing management. Specifically, it can be used to discuss the topic of identifying and creating entrepreneurial opportunities. Within marketing management, the case can be used to discuss market segmentation, target market selection, and market positioning.<br><br>After working through the case and assignment questions students will have the opportunity to:<br><br><ul><li>Understand the concepts of entrepreneurial, market-led discovery and market-led creative, and technology-led discovery and technology-led creative opportunities.</li><li>Explore the influencing factors of entrepreneurial opportunity identification.</li><li>Understand the general process of intrapreneurship.</li><li>Understand the differences between intrapreneurial innovation and imitation entry mode choices.</li></ul>