Subject category:
Entrepreneurship
Published by:
Babson College
Version: 10.03.02
Length: 12 pages
Data source: Field research
Topics:
Entrepreneurship; Music; Venture capital; Internet; On-line; Digitising; Compact disk; Start-up
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Abstract
An on-line music retailer struggles to keep pace with rapidly changing Internet technology and competition. Competing with industry giants such as Amazon.com, MCI and MP3, the young firm establishes its niche and is recognised by Forbes magazine as the ''best in its class for hard-core collectors'' of scarce or hard to find compact disks. Capitalising on these serious CD buyers, the company successfully becomes membership-based in order to differentiate itself from the major retailers. Suddenly, the company is confronted with a new challenge. On-line digital music technology that allows users to download virtually any CD for free, threatens all on-line retail music companies as well as the entire music recording industry. EveryCD reacts with an ''if you can''t beat ''em, join ''em'' attitude leading them to reinvent the company using digital technology and to seek venture capital money to fund their new plans. The teaching note includes strategies for the case presentation, key concepts, solutions to the assignment questions in the case, and suggestions for the most effective ways to work this case into a course.
About
Abstract
An on-line music retailer struggles to keep pace with rapidly changing Internet technology and competition. Competing with industry giants such as Amazon.com, MCI and MP3, the young firm establishes its niche and is recognised by Forbes magazine as the ''best in its class for hard-core collectors'' of scarce or hard to find compact disks. Capitalising on these serious CD buyers, the company successfully becomes membership-based in order to differentiate itself from the major retailers. Suddenly, the company is confronted with a new challenge. On-line digital music technology that allows users to download virtually any CD for free, threatens all on-line retail music companies as well as the entire music recording industry. EveryCD reacts with an ''if you can''t beat ''em, join ''em'' attitude leading them to reinvent the company using digital technology and to seek venture capital money to fund their new plans. The teaching note includes strategies for the case presentation, key concepts, solutions to the assignment questions in the case, and suggestions for the most effective ways to work this case into a course.