Anduro Marketing is a Canadian company that sells technology services for companies looking to improve their search engine ranking of the site. Though small, Anduro attracted several large customers in Canada and the United States, and expects sustained profitability and growth. Anduro believes that it can create a significant additional revenue in the development and sale of a set of software products that automate its technical service offerings. Anduro managers must decide whether Anduro better of staying with his current safe and profitable strategy or if Anduro should instead pursue risky but potentially more profitable software sales model. Several difficult questions must be answered to determine whether the risk is worth reward. The case provides an interesting description Anduro Internet technical / business marketing services and compared with the available software. "Hide
by Malcolm Munro, Sid L. Huff Source: Richard Ivey School of Business Foundation 14 pages. Publication Date: September 28, 2007. Prod. # 907A18-PDF-ENG
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