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

Authors
  • Genet, Corine
  • Roux-Jallet, Valérie
Publication Date
Jan 01, 2011
Source
HAL-UPMC
Keywords
Language
English
License
Unknown
External links

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.

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