學門類別
哈佛
- General Management
- Marketing
- Entrepreneurship
- International Business
- Accounting
- Finance
- Operations Management
- Strategy
- Human Resource Management
- Social Enterprise
- Business Ethics
- Organizational Behavior
- Information Technology
- Negotiation
- Business & Government Relations
- Service Management
- Sales
- Economics
- Teaching & the Case Method
最新個案
- A practical guide to SEC ï¬nancial reporting and disclosures for successful regulatory crowdfunding
- Quality shareholders versus transient investors: The alarming case of product recalls
- The Health Equity Accelerator at Boston Medical Center
- Monosha Biotech: Growth Challenges of a Social Enterprise Brand
- Assessing the Value of Unifying and De-duplicating Customer Data, Spreadsheet Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise, Data Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise
- Board Director Dilemmas: The Tradeoffs of Board Selection
- Barbie: Reviving a Cultural Icon at Mattel (Abridged)
- Happiness Capital: A Hundred-Year-Old Family Business's Quest to Create Happiness
Vocera Communications
內容大綱
The case offers an overview of a startup that has chosen to sell its solutions entirely through indirect channels-currently through value-added resellers (VARs) and, in the future, through both VARs and systems integrators (SIs). In the case, we discuss why the company chose a channel strategy, how management devised its marketing, product development, and pricing scheme for channel selling, the steps the company undertook to build its VAR network, and the costs of building such a channel. We also touch on how the company motivates, supports, and evaluates this network. We discuss issues such as pricing and bundling, dealing with under-performing VARs, and fundraising from a venture community that traditionally shuns companies that sell indirectly.