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VTION AdTech: Disrupting the Cookie-Less World
內容大綱
Manoj Dawane founded an advertising technology (AdTech) start-up in Delhi, India in 2020 that provided digital consumer behaviour intelligence for targeted digital advertising without using third-party internet cookies. His patented technology solved the issue of personal data privacy created by cookie-based targeting. His unique competitive advantage would not last long and he faced three dilemmas. First, to define a clear business model that would be a balance between the core competency of the company and the emerging market opportunities. Second, to identify an alliance partner for a faster growth. Third, to redefine his go-to-market strategy for seven times growth in two years, as demanded by investors.
學習目標
This case can be used by undergraduate and graduate students in courses that focus on entrepreneurship development, innovation, partnership, and alliances. This case can also be used by students in strategic marketing courses that aim to build an understanding of how to seize an emerging market opportunity in an upcoming industry and make choices for growing the business. After working through the case and assignment questions, students will be able to do the following:<ul><li>Understand the business value chain of the evolving AdTech industry.</li><li>Understand the mechanism to develop the core competency of an organization that is aligned with an emerging market opportunity.</li><li>Learn about the selection framework for building partnerships and alliances for long-term sustainable business.</li><li>Identify factors that come into play while defining the growth strategy of a start-up in India with limited resources and reach.</li><li>Learn how to systematically follow a journey from ideation to action.</li></ul>