Ivey Publishing
Mental and Natural: Building a Cloud-Based Collaboration Platform in China
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12 pages (9 pages of text)
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Case (Field)
In late 2016, the entrepreneurial founder of Mental and Natural Company, a digital multimedia company in China, wanted to have ready access to China’s best multimedia talent and expertise, but without burdening the company with an excessive number of employees. The entrepreneur and his team were developing a cloud-based multimedia crowdsourcing and collaboration platform, which would allow the company to quickly and easily crowdsource the needed freelance talent from around China. Yet, even before the platform was fully up and running, a new growth opportunity presented three possible options for the company to pursue. The entrepreneur and his team had just three weeks to decide on which option best fit the company’s existing business model, made best use of its resources, and was the best choice to secure the company’s future.
Learning Objective:
This case is designed for use in a course in entrepreneurship or innovation at the undergraduate, graduate, or executive level. The case aims to demonstrate the decisions and challenges that young entrepreneurial firms face when presented with new opportunities. After completion of the case, students will be able to:
  • understand the business model evolution process as new ventures grow and expand;
  • evaluate the fit between an opportunity and a venture’s existing business model; and
  • identify the roles played by local and national governments and institutions in the pursuit of new opportunities and business model innovation.
    International,  Entrepreneurship,  General Management/Strategy
    Information, Media & Telecommunications
    China, Small, 2016
    Intended Audience:
    $4.25 CAD / $4.25 USD Printed Copy
    $3.75 CAD / $3.75 USD Permissions
    $3.75 CAD / $3.75 USD Digital Download
    Associated Materials
    Translations: Simplified Chinese (12 pages)
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