Companies face many challenges as they struggle to move from the beginning to the growth phase. Management may need to develop new talent. Infrastructure need to be built and new activities are involved. Blue Orb is such a company. In the summer of 2009, the management team at Blue Orb was the transformation of the company from research management organization, specialty products serving a small market, a direct retail market plays in the video game industry.
case describes the situation and the decisions facing the founder and CEO of Blue Orb and acting chief marketing officer (CMO), as they try to transition to market a company with multiple resources, and in a short period of time. Immediate tactical decision to be taken in respect of hosting a video contest, but more strategic decisions regarding the marketing function and the overall direction of the company is just over the horizon
This case is suitable for use. Entrepreneurship course, when the class is ready to discuss the marketing activities for the new venture, or the transition from the beginning to the growth strategy. The case raises issues concerning the increasing market awareness and trial, as well as implementation strategies. A case can also be used in the class of business strategy to illustrate the solutions related to alternative ways to market solutions and partners. "Hide
by Michael R. Bowers, Peter McAlindon Source: Richard Ivey School of Business Foundation 12 pages. Publication Date: October 27, 2010. Prod. #: 910M84-PDF-ENG
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