Ivey Publishing

Product Details

Anduro Marketing: Internet Services vs. Software Sales
Product Number:
9B07A018
Publication Date:
10/01/2007
Length:
14 pages (8 pages of text)
Product Type:
Case (Field)
Source:
Ivey
Anduro Marketing is a Canadian company that sells technical services to companies wanting to improve their search engine website rankings. Though small, Anduro has attracted several major clients in both Canada and the United States, and expects steady profitability and growth. Anduro believes it can generate substantial additional profit by developing and selling a suite of software products that automate its technical service offerings. Anduro's managers must decide whether Anduro is better off staying with its current safe and profitable strategy or if Anduro should instead pursue a riskier but potentially more profitable software sales model. Several tough questions must be answered to determine whether the risk is worth the reward. The Anduro case provides an interesting description of an Internet technical/marketing services business and contrasts this with software sales.
Issues:
Disciplines:
Entrepreneurship,  International,  Information Systems,  Marketing
Industries:
Administrative, Support, Waste Management and Remediation Services
Setting:
Canada, Small, 2007
Intended Audience:
Undergraduate/MBA
Price:
$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
Translations: French (15 pages)
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