個案總覽

In 2016, just four years after launching their business, the four founders of Campus Sutra (a youth-oriented online fashion brand) had to decide whether to join an online marketplace’s brand accelerator program. Joining the program promised rapid growth, but the exclusivity clause was risky. How should the founders evaluate the lucrative proposal? Nurturing high-quality private labels through support programs that accelerated the growth of exclusive brands seemed to help the platforms enhance customer engagement, but was the promise of support from the online marketplace worth the restrictions of platform exclusivity?

In 2016, just four years after launching their business, the four founders of Campus Sutra (a youth-oriented online fashion brand) had to decide whether to join an online marketplace's brand accelerator program. Joining the program promised rapid growth, but the exclusivity clause was risky. How should the founders evaluate the lucrative proposal? Nurturing high-quality private labels through support programs that accelerated the growth of exclusive brands seemed to help the platforms enhance customer engagement, but was the promise of support from the online marketplace worth the restrictions of platform exclusivity?