Appinio : growth strategies and limitations in economic uncertainty

• Autor(a) principal: Mader, Philip
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/41276
• topic: Internationalization; Economic uncertainty; Growth; Market research; Financial bootstrapping; Internacionalização; Incerteza económica; Crescimento; Pesquisa de mercado; Bootstrapping financeiro; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This dissertation focuses on Appinio, a German start-up, dedicated to the provision of digital market research solutions for decision-makers. Appinio has been generating high growth figures and became a profitable business in its main market Germany, based on financial bootstrapping. The focus of this case in September 2022, is the evaluation of Appinio’s growth strategies, especially its efforts in internationalization and its financing strategy with the background of the economic uncertainties. Due to the competitive landscape of the international markets, the limited financial resources and the economic uncertainties, the company faces a new situation. Appinio needs to evaluate different strategic and financial options for further growth. The dilemma of the case is the conflict of objectives in the market research industry during the economic uncertainty. The need of information for the corporate customers of Appinio increases due to changing trends and consumer behaviors, but in parallel the budgets for market research decrease. The dissertation includes a literature review of the impact of economic uncertainties on the business environment and the market research industry, growth strategies of start-ups in economic uncertainties and an evaluation of financial bootstrapping. It also offers an analysis of the key issues of the case in the Teaching Notes section to help instructors to prepare the inclass discussion.