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

Corine Genet () and Valérie Roux-Jallet
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Corine Genet: MTS - Management Technologique et Strategique - EESC-GEM Grenoble Ecole de Management
Valérie Roux-Jallet: Chercheur indépendant

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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.

Keywords: Start-up; Value Creation; Business Models (search for similar items in EconPapers)
Date: 2011
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Published in Valérie Chanal. Rethinking Business Models for innovation Lessons from entrepreneurial projects, pp.63-71, 2011

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