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Positioning a start-up in a value network dominated by established international actors

Author

Listed:
  • Corine Genet

    (MTS - Management Technologique et Strategique - EESC-GEM Grenoble Ecole de Management)

  • Valérie Roux-Jallet

    (Chercheur indépendant)

Abstract

Managing to evaluate the distribution of value between the various actors implicated on the creation, the production, the marketing and distribution of innovative offer remains an enormous challenge for a start-up. This value sharing is even more difficult for a start-up where the incumbent companies are big and have high negotiating powers. This is the kind of ecosystem in which Eveon found itself, a start-up and pioneer in the design of automatic medical devices, attempting to find its place amongst the giants of the pharmaceutical industry. This case shows how a start-up can define its position in a value chain when confronted with a number of strategic options and Business Models.

Suggested Citation

  • Corine Genet & Valérie Roux-Jallet, 2011. "Positioning a start-up in a value network dominated by established international actors," Grenoble Ecole de Management (Post-Print) hal-01292332, HAL.
    • Handle: RePEc:hal:gemptp:hal-01292332
    Note: View the original document on HAL open archive server: http://hal.grenoble-em.com/hal-01292332
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