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Tarnea Technology Solutions: Competing in a Winner-Takes-All Market

In: Platform Business Models

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  • R. Srinivasan

    (Indian Institute of Management Bangalore)

Abstract

Tarnea Technology Solutions is a focused platform that enables digital intermediation between various actors in the pharmaceutical value chain—distributors, chemists (retailers), and consumers. Given the highly fragmented nature of Indian pharmaceutical supply chain, it contributed to increased efficiency and inventory management for both the distributors and retailers, through automation of their interactions. This case elaborates Tarnea’s role in all the four pharmaceutical retailing ecosystems—inventory, payment, physical delivery, as well as the financing ecosystem. The case highlights Tarnea’s growth challenges in a winner-takes-all market that is also characterized by high envelopment threats and density economics (economies of scale and scope in hyperlocal geographies). In the post-COVID-19 pandemic world, Tarnea is faced with dilemmas around speed (racing to acquire customers) and direction of growth (geographic, vertical, or other adjacent businesses).

Suggested Citation

  • R. Srinivasan, 2021. "Tarnea Technology Solutions: Competing in a Winner-Takes-All Market," Management for Professionals, in: Platform Business Models, chapter 0, pages 257-276, Springer.
    • Handle: RePEc:spr:mgmchp:978-981-16-2838-2_18
    DOI: 10.1007/978-981-16-2838-2_18
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