As Shanghai MarcPoint Information Technology Co. Ltd. (MarcPoint) celebrated its fifth anniversary, its founder was quite pleased by what the company had achieved. MarcPoint was a start-up that offered marketing research services by analyzing user-generated content (UGC) with big-data technologies. The company had been successful and grown steadily since its inception in 2013. It was founded upon the realization that UGC was disrupting traditional marketing research and that big-data analytics provided the technological means to analyze the UGC efficiently and effectively. In 2018, the founder reflected on what MarcPoint’s next steps should be: What technologies should they pursue? Which markets could they target for growth in the next five years? Should they try to transport MarcPoint’s success to overseas markets? All in all, what needed to be done to sustain MarcPoint’s growth and maintain its leading position in the turbulent technical and business environment?

As Shanghai MarcPoint Information Technology Co. Ltd. (MarcPoint) celebrated its fifth anniversary, its founder was quite pleased by what the company had achieved. MarcPoint was a start-up that offered marketing research services by analyzing user-generated content (UGC) with big-data technologies. The company had been successful and grown steadily since its inception in 2013. It was founded upon the realization that UGC was disrupting traditional marketing research and that big-data analytics provided the technological means to analyze the UGC efficiently and effectively. In 2018, the founder reflected on what MarcPoint's next steps should be: What technologies should they pursue? Which markets could they target for growth in the next five years? Should they try to transport MarcPoint's success to overseas markets? All in all, what needed to be done to sustain MarcPoint's growth and maintain its leading position in the turbulent technical and business environment?

This case describes a Chinese software outsourcing vendor's struggle with its market choices, in response to the rippling effect of the global financial crisis. It also introduces Chinese software outsourcing vendors' capability development, market conditions, and idiosyncrasies. ChiITech is representative of Chinese software vendors, in terms of its development history, environment conditions, experience of the financial crisis, and countermeasures. Students can learn about the evolution and current status of the China-Japan software outsourcing industry through this case, and more specifically how vendors make market choices in a highly volatile market.