Karyon. With a service offering based on new technology, how can a new market be identified?

Cas 9 – Karyon. In: CALMÉ, Isabelle et POLGE, Marion, Pratiquer l'entrepreneuriat en 17 cas d'entreprises Doctolib, La Ruche, Café Joyeux. Paris: Dunod. Cas d'entreprises, p.136-152

Ysé Commandré () and Yannick Bardie ()
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Ysé Commandré: UM - Université de Montpellier
Yannick Bardie: UM - Université de Montpellier, EMLV - École de management Léonard-de-Vinci - PLV - Pôle Léonard de Vinci, EM Normandie - École de Management de Normandie = EM Normandie Business School

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Abstract: **Case Presentation** **Problem Statement** With a service offering based on new technology, how can Karyon identify a new market? **Summary** This case focuses on a startup operating in a rapidly growing sector, FoodTech. The goal of this company is to transform the role of farmers within food value chains. The case allows for an exploration of its broad market positioning before the pandemic. The pandemic and its resulting circumstances have led this young company to refine its market segment. **Objectives** - Discover a rapidly growing sector: FoodTech. - Explore a use case for managing and leveraging digital data, addressing the concept of the "data economy" within the broader context of the "knowledge economy." - Discover strategies implemented to identify market potential and build a market. - Consider criteria for choosing the company's offering and overcoming prospects' resistance to change through the transaction cost theory (Coase, 1981). - Consider diversification of the company. **Tools Used** - Strategic business area (SBA) - Niche market - Transaction cost theory and path dependence (also known as "resistance to change") - Offer diversification

Keywords: 1. **FoodTech** 2. **Market Segmentation** 3. **Value Chain Transformation** 4. **Data Economy** 5. **Market Identification** 6. **Startup Strategy** 7. **Niche Market** 8. **Transaction Cost Theory** 9. **Diversification** 10. **Pandemic Impact**; FoodTech Segmentation de marché Transformation de la chaîne de valeur Économie de la donnée Identification de marché Stratégie de start-up Marché de niche Théorie des coûts de transaction Diversification Impact de la pandémie (search for similar items in EconPapers)
Date: 2023-06
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Published in DUNOD. Pratiquer l'entrepreneuriat en 17 cas d'entreprises, Dunod; DUNOD; Dunod, pp.136-152, 2023, 9782100837038. ⟨10.3917/dunod.calme.2023.01.0136⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04686012

DOI: 10.3917/dunod.calme.2023.01.0136

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