Product details

The focus of this case is Goodpatch, a leading Japanese company in User Interface (UI) design founded by Naofumi Tsuchiya. Ever since its foundation Tsuchiya has dreamt of his company to internationalise and become the number one UI design firm in the world. The lack of strategic intent on expanding internationally means that Tsuchiya has to make up his mind upon several dilemmas; how to grow, which market and products/services to focus on, and how to prepare the organisation for international expansion given the current structure of human resources, relationships, the Japanese monoculture of the company, and the role and leadership of the founder, which will all affect the choices he needs to make. To make the decision on expanding internationally even more complex Tsuchiya has received an offer from Digital Garage, a web business and marketing company, which has offered to buy a 20% stake of Goodpatch for a price of 100M yen (approx. $1,000,000). The case discusses the first steps to make the internationalisation come true, the factors Tsuchiya should consider in determining his growth strategy as well as the strategic response to the offer of Digital Garage.