edX, a new non-profit company founded in May 2012, was a joint venture of Harvard University and the Massachusetts Institute of Technology (MIT) and is a source of massive open online courses (MOOCs). However, the company not only provide a platform for instructional content or original courses, but which enabled not only these two founders, but also many other partner universities to provide their lecture courses as MOOCs.
Although, MOOCs has been controversial in higher studies for future, the company had to provide some reasonable strategic and managerial questions. Such as, the long-term potential of edX? Is it necessary for edX to build its own brand or to utilize the already well-established brand of its partners? What are the ways to generate the maximum results from the investment of Harvard and MIT and produce revenue for its reward participating universities as well? To determine the strategic options for the company, the case traces the history of edX and the online education market.
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