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Bilibili: Breaking Promises and Retaining Reputation
Since 2009, Bilibili Inc.'s Bilibili.com (the B-site) had been an online video site providing services to fans of anime, comics, and games culture. After several years of effort, it had become a popular Chinese site for danmaku content and commenting technology. The B-site had a good reputation because of its excellent user experience: users did not need to watch endless pre-roll ads before enjoying video content because, in 2014, the B-site had promised that it would never use pre-roll ads as part of its profit model. However, in spring 2016, an important content provider, TV Tokyo Corporation, renewed its copyright contract and added terms requiring the B-site to add pre-video ads on anime series from TV Tokyo, which contradicted the B-site's promise to its users. How should the B-site address this public relations crisis and retain the trust of its users? -
Ace Company: Breadth or Depth Growth Strategy?
Ace Company (Ace) was a Chinese start-up developing software for the Internet of Things (IoT). The company was founded in February 2015 by three colleagues for the initial purpose of providing an unprecedented universal IoT operating system, the absence of which was severely crippling developing development in IoT. By mid-2017, having proven the technical viability and market acceptability of its offering, the company was ready to scale up. However, the co-founders disagreed on the choice of growth strategy. One founder advocated extending Ace’s business to as many industrial scenarios and companies as possible, while the other founder was in favour of Ace focusing on and penetrating deeply into a few industries. The third founder was stuck in the middle and wanted to know which path they should choose.