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The importance and implications of the technology adoption life cycle are examined. We also survey the key elements of entrepreneurial marketing including a compelling product/service strategy, a well-crafted positioning and competitive differentiation and a subsequent penetration strategy (including distribution, promotion and pricing). The concept of marketing as a set of relationships (i.e., partnerships and alliances) with customers, technology allies, distribution and promotion partners and even competitors will also be discussed. We also investigate the importance and critical elements of "thinking globally" from a startup's perspective.
Guest speaker for this class is Management Science and
Engineering Professor
Tom Kosnik.
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Relevant
Texbook Chapters
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Discussion
Questions
- What business is World Indigo in – mobile communication service, nanocell hardware, or both?
- What should Yiping and Carlos do regarding their global expansion strategy in terms of specific geographies, industries, and customers?
- What should be their strategy for alliances and partnerships (what types of partners and who should they approach first)?
- Is this a complete team? If not, what should be their hiring priorities in the coming year.
- What are some advantages and challenges of being a “Born Global” venture?
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Case Study: World Indigo, Inc.
World Indigo was a company founded in 2003 with the aim of becoming a global wireless network operator that provided passengers onboard airplanes and ferries with access to text messaging (SMS), voice & Internet via their mobile phones. It was a bi-locational start-up with its headquarters in Singapore and an office in Philadelphia, US. World Indigo is currently facing regulatory, operational and expansion challenges and decisions.
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Longitudes
and Attitudes: Exploring the World After 9/11
New York Times writter Thomas Friedman shares his perspective
of globalization and the post 9/11 world. With the rapid integration
of markets, transportation systems, and communications, the
world is coming together faster, deeper and cheaper than ever
before. Superpowers must balance Supermarkets and Super-Individuals.
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