Glass Egg is a game development outsourcing company in Vietnam. They are able to offer branded publishers - Microsoft EA, Atari - a significant savings in the development of art assets for their games. However, the management of the company are at the point where they feel they need to make a strategic decision that will allow glass Egg grow more significantly and more rapidly. They evaluate three possible directions, including the expansion of sales, expansion of services, the development of art that they offer, and, more radically, going into games publishing business currently. Besides offering an interesting picture of the company in a growing, dynamic country and the business case allows the exploration of two important common themes. 1) Evaluation of alternative growth strategies. When it is necessary to carry out "more than" business as compared offers different product than finding new clients? When it is better to develop a completely different line of business with different customers and different products? (2) What are the differences between marketing for companies against marketing to consumers? Since one of the options, the company is considering include consumer product - online game development - it encourages discussion of important differences, not only in terms of the nature of the buying process and the buying center, but also in terms of the very different organizational resources and structures that needed in each. "Hide
by David B. Godes Source: Harvard Business School 26 pages. Publication Date: January 25, 2008. Prod. #: 508066-PDF-ENG
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