Joyus - Strategic Decisions in the Online Video Shopping Market

Description

Joyus is an ambitious and high-potential company just transitioning out of start-up mode. After three years operating in the growing online video shopping marketplace, all the while developing new technology, business partnerships, and fundraising, Joyus is positioning itself for the next level. The company’s goal is to become the dominant player in the rapidly developing video-based ecommerce marketplace. The chief executive officer and her management team need to analyze and evaluate the company’s strengths and weaknesses and decide on the strategic direction of the company.

Learning Objective

This case is designed for undergraduate and master’s-level business classes in entrepreneurship but may also be useful in general business programs and in modules dealing with new venture creation, an introduction to entrepreneurship, start-ups, e-commerce and media, and strategy. The instructor can choose to emphasize the e-commerce or strategy aspects of this case or approach it from the perspective of an entrepreneurial start-up. The primary objectives for this case are to teach students about: ·Strategic choices arising from opportunity. ·Strategic considerations in a rapidly changing, contemporary context. ·The pace and magnitude of change in the e-commerce domain and how such rapid and monumental change can affect opportunities, threats and decision-making.

Keywords

E-Commerce online video Retail