Veniam : pioneering the internet of moving things /
This case follows the growth of Veniam - a startup founded in 2012 in Porto, Portugal - from a small player in what many considered a peripheral region in terms of innovation and startup activity, to a global pioneer on the Internet of Moving Things recognized by CNBC as one the world's Top 50...
| Main Authors: | , , |
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| Format: | eBook |
| Language: | English |
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London :
Rotterdam School of Management, Erasmus University,
2024.
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| Series: | SAGE Business cases.
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | This case follows the growth of Veniam - a startup founded in 2012 in Porto, Portugal - from a small player in what many considered a peripheral region in terms of innovation and startup activity, to a global pioneer on the Internet of Moving Things recognized by CNBC as one the world's Top 50 disruptors in 2016/17 and receiving a prestigious award in 2019's CES convention in Las Vegas. The case asks students to consider the key strategic marketing decisions faced by Veniam when trying to enter in the 'Internet of Moving Things' market. This is a large but not yet materialized market. Hence, the case pushes students to discuss and decide (i) who would be the right customer segments for Veniam to target, (ii) how should Veniam position itself, and (iii) what business models can and should Veniam choose for its go-to-market strategy. Some of the case's key takeaways revolve around (i) the need to focus (and the risk of dispersion when segmenting the market and positioning a new tech product), (ii) the risks of being too technology focused and neglecting the customer view of innovation, and (iii) how strategic partnerships can help a small entrant overcome market entry challenges. These learnings are applicable not only to any other technology startup but also to venture teams in high-tech and science-intensive industries. |
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| Physical Description: | 1 online resource : illustrations. |
| ISBN: | 9781071937105 1071937103 |