Amagi, founded by three entrepreneurs, has come a long way from its initial days of attempting to sell its standalone transmission signal splitting technology to television (TV) broadcasting channels. From what was supposed to be a technology company, it's metamorphosed into a full-fledged media company handling marketing airtime for advertisers and some of the biggest broadcasting channels in India. Outside of India, Amagi has positioned itself as a broadcast playout management business helping channels provide customized content to multiple countries using one flow. Although the underlying technology of Amagi hasn't changed radically through the years, the innovations in the offerings to the market in Amagi have helped it become the success that it is now. The case summarizes all the steps taken by Amagi to address each encounter it has faced in its journey to success, certainly emphasizing abilities that it obtained or it had to develop over the many time periods. The case shows how while a company may believe it is providing a suitable value proposition, the consumers might not see worth in this value proposition. The case demonstrates the way the firm has to interject at various points of the value chain to establish its existence, and as a result of having established its existence and having developed various capacities, what could be its growth strategy, and how its actions as well as capabilities will determine the same.
This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE
PUBLICATION DATE: July 01, 2015 PRODUCT #: IMB525-PDF-ENG
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