Blockchain: A New Solution for Supply Chain Integrity
(6 pages of text)
Case (Pub Mat)
In 2016, blockchain, the technological innovation behind the cryptocurrency bitcoin, was gaining traction as companies began to integrate blockchain-based technology into their existing business models. While blockchain technology was still in its infancy, it could potentially transform the US$40 trillion global supply-chain industry. Ultimately, the emergence of blockchain would challenge market positioning in established businesses. Some advantages would become obsolete with the introduction of blockchain into the supply-chain network. How would vertically integrated companies compete with multiple participants that specialized in a particular task linked by blockchain? Would the key to future businesses be providing value-added services rather than seeking information asymmetry in the market? What kinds of firms could leverage this technology to better position their brands and value creation?
This case is appropriate for introductory courses in marketing and strategy at undergraduate and MBA levels. It can also supplement a course that discusses information technology in businesses. After completion of this case, students will be able to
- understand how technological advances can solve current business issues;
- understand how disruptive innovation can change a business’s competitive advantage; and
- understand the impact of new sources of innovation in existing industries.
Canada; United States; China, 2016
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