This paper is published in Volume-6, Issue-2, 2020
Area
Digital Marketing
Author
Rammohan Sundaram, Dr. A. Seetharaman, Dr. Maddulety
Org/Univ
SP. Jain School of Global Management, Mumbai, Maharashtra, India
Keywords
Dilemma Case, Digital Marketing, Video Advertising.
Citations
IEEE
Rammohan Sundaram, Dr. A. Seetharaman, Dr. Maddulety. To build or to partner – Dilemma case study, International Journal of Advance Research, Ideas and Innovations in Technology, www.IJARIIT.com.
APA
Rammohan Sundaram, Dr. A. Seetharaman, Dr. Maddulety (2020). To build or to partner – Dilemma case study. International Journal of Advance Research, Ideas and Innovations in Technology, 6(2) www.IJARIIT.com.
MLA
Rammohan Sundaram, Dr. A. Seetharaman, Dr. Maddulety. "To build or to partner – Dilemma case study." International Journal of Advance Research, Ideas and Innovations in Technology 6.2 (2020). www.IJARIIT.com.
Rammohan Sundaram, Dr. A. Seetharaman, Dr. Maddulety. To build or to partner – Dilemma case study, International Journal of Advance Research, Ideas and Innovations in Technology, www.IJARIIT.com.
APA
Rammohan Sundaram, Dr. A. Seetharaman, Dr. Maddulety (2020). To build or to partner – Dilemma case study. International Journal of Advance Research, Ideas and Innovations in Technology, 6(2) www.IJARIIT.com.
MLA
Rammohan Sundaram, Dr. A. Seetharaman, Dr. Maddulety. "To build or to partner – Dilemma case study." International Journal of Advance Research, Ideas and Innovations in Technology 6.2 (2020). www.IJARIIT.com.
Abstract
This is a classic dilemma case that most promising start-ups face, it is always a catch 22 situation on valuation and long term growth as against quick fixes and exit. This is one such case the shows the power of the product in video advertising but is facing issues around scaling leading to a dilemma on what the company should do, whether to build the business or just partner with a larger firm to keep the fire burning.
