Ivey Publishing

Product Details

Success HR: Simplifying For Success
Product Number:
Publication Date:
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10 pages (8 pages of text)
Product Type:
Case (Field)
In late August 2018, the chief operating officer of Success HR Solutions, a Vietnamese software start-up, was contemplating the strategy for relaunching her product, a cloud-based human resources software product that handled various payroll and human resources functions. She needed to decide how to sell and price her product for the target market in the Vietnamese economy. As she evaluated her options, she had to consider the overall Vietnamese business landscape, the future of the industry, her company’s current capabilities, and her organization’s overall vision.
Learning Objective:
This case is suitable for use in undergraduate- or graduate-level courses on entrepreneurship, specifically courses focusing on business-to-business marketing strategy and tactics. The case introduces students to the challenges facing online start-ups in a developing economy, including determining how to make money from a newly developed product and identifying an appropriate go-to-market strategy. The case will encourage students to think creatively, as start-up companies often must, to generate alternate ideas. After working through the case and assignment questions, students will have developed their ability to
  • outline the issues involved in determining pricing for a software product, particularly when selling to a target market in a developing economy;
  • evaluate the marketing options available for a lean start-up company; and
  • recommend an appropriate marketing strategy and tactics for a business-to-business start-up company.
    Marketing,  Entrepreneurship,  International
    Information, Media & Telecommunications
    Vietnam, Small, 2018
    Intended Audience:
    $5.30 CAD / $5.00 USD Printed Copy
    $4.50 CAD / $4.25 USD Permissions
    $4.50 CAD / $4.25 USD Digital Download
    Associated Materials
    Supplements: 7B20A041 (58 KB)
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