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Case Studies by Melanie Milovac

2 case studies

by Publication Date
published: 29 Oct 2018

  • Topic: Entrepreneurship
  • Region: Global

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Abstract:
K-pop is thriving for industry veterans and entrepreneurs alike, but is a complex industry. This case is about launching a disruptive media brand that helps artists secure lucrative sponsorships and partnerships through strategic integration and content marketing. How should a start-up in the K-pop industry strategize to cater to A-listers and/or the under-served part of the market? Is catering purely to the under-served market a better strategy? While disrupting the existing business model and trying to create a two-sided marketplace, how important is communication and research in the K-pop industry?

Pedagogical Objectives:
- Teaching and applying concepts related to entrepreneurship and new business ventures, using the K-pop industry seen through an insider’s lens (Ian). - Understanding that a new business venture cannot thrive when solely based on relationships established in the past, or by virtue of having worked in the same industry before. - The importance of thorough research before starting a venture and validating the business model, which is critical to making or breaking a new business. In an entrepreneurial course, the case covers the following broad themes, with the K-pop industry as the backdrop: 1. Researching how an industry is set up, the business flow, who does what, who has what, and who plays what role at which point of decision-making. 2. The opportunities and limitations of influencer marketing. 3. The critical need (notwithstanding the ubiquity of ‘disruption’) for careful analysis and planning for new business ventures, whatever the industry.

Keywords:
Social Media, Music, Advertising, Entrepreneurial Ventures, Entrepreneurship, Start-Ups, Startup, Social Media, Markets

published: 29 Oct 2018

  • Topic: Entrepreneurship
  • Region: Asia

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Abstract:
Constance and Gopal have both quit their jobs at reputed organisations to join the Entrepreneur First (EF) programme to realise their entrepreneurial ambitions. They bring different sets of skills to the table but are united in their desire to do something meaningful at the forefront of technology. They have been admitted to the EF programme in Singapore, which is where their paths first crossed and where they co-founded AIMLedge.

Pedagogical Objectives:
Focusing on the instruction and application of concepts related to entrepreneurship and new business ventures, the case presents the benefits that incubators such as EF offer, as well as the drawbacks, e.g., the fact that the co-founders (Constance and Gopal) barely know each other, the pressure to deliver in a short time span. The case enables students to discuss the following questions and themes: 1. Do I want to become an entrepreneur? 2. How to pick the right co-founder? 3. How to deal with (negative) feedback? 4. Competitive positioning through a customer lens 5. Creating value through business models

Keywords:
Technology, Startup Accelerator, Entrepreneurial Ventures, Entrepreneurship, Start-Ups, Startup, Business Model, Incubator

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