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Published cases (2015), ESSEC Business School

How to bridge the gap between an advanced innovation and the market needs: the case of Starrymedia, a high-tech start-up in China

This case was written by Yan Li, Associate Professor at the Decision Sciences and Statistics Department at ESSEC Business School. This case is not an illustration of good or bad management. It has been written for the purpose of class discussion only Link to the article

LI, Y. (2015). How to bridge the gap between an advanced innovation and the market needs: the case of Starrymedia, a high-tech start-up in China. ESSEC Business School.

Keywords : #Marketing, #Brand-strategy, #Start-up, #Entrepreneurship, #Asia, #Pacific, #High-tech, #Business-in-China, #Strategy-and-General-Management