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Case
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Reference no. 9-816-005
Prize winner
Subject category: Entrepreneurship
Published by:
Harvard Business Publishing (2015)
Version:
26 October 2015
Revision date:
15-Feb-2016
Length:
28 pages
Data source:
Field research

Abstract

To accelerate Bigbelly's sales growth and its 'smart cities' positioning, its CEO planned to shift his company from equipment sales to a subscription service. Jack Kutner hoped to re-position Bigbelly's solar-powered trash compacting stations beyond trash and recycling and use them also to provide public space Wi-Fi, advertising, and urban intelligence sensors. 'One year from now we will no longer sell any machines,' Kutner planned to tell the company's board of directors. Would they buy his subscription-only pitch? And if they did, would Bigbelly's still-reluctant purchasers?

Topics

Information technology; Entrepreneurship; Sales; Innovation; Government; Internet; Platforms; Infrastructure; Business & government relations; Technology; Inventions; Industrial goods
Size:
< 50 million, small
Other setting(s):
2015

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