AirMCL：Product and Business Model Innovation in the Era of Mobile Internet—Is Entrepreneurship Really Prone to Failure?
Product Number：
EN_2020XXXTYDZSW_3777
Page Views：
439
CaseName：
AirMCL：Product and Business Model Innovation in the Era of Mobile Internet—Is Entrepreneurship Really Prone to Failure?
Authors：
Mao Jiye, Wang Bing
Author Affiliation：
Renmin University of China
Enterprise/Organization：
Jolyvia Group
Industry：
Information Technology
Discipline：
Information Technology & E-commerce
Scale：
SMEs
Language：
English
Type of Case：
Decision Case
KeyWords：
Intrapreneurship; entrepreneurial spirit; product development method; business model innovation；Online-to-Offline (O2O)
Abstract：
This case describes how the AirMCL project developed an innovative beauty device, how it was launched in the market and evolved into an online to offline (O2O) model and subsequently achieved initial success. In essence the case deals with new product and business model innovation in the era of mobile Internet, consisting of the following three aspects: First, entrepreneurial spirit and characteristics of the entrepreneurs; second, the process and methods of digital entrepreneurship; third and lastly, the process of how new technologies empower physical stores to be transformed into new retail. This case illustrates the successful path and key elements of digital entrepreneurship in the era of mobile internet.
Intended Audience：
Undergraduate,EE,MBA,EMBA
Data Source：
Primary
Publication Date：
2018
Revision Date：
2020
Apply for Teaching Notes：
Order This Case：
