Udaan: Flying Too High
商品編號：W28397
出版日期：2023/10/04
再版日期：
商品來源：
商品主題：Entrepreneurship; General Management/Strategy
商品類型：Case (Pub Mat)
涵蓋議題：E-commerce;Business Models;Competitive Strategy;Venture Funding;B2B sector;General Trade
難易度：5 - MBA/Postgraduate
內容長度：17 頁
地域：India
產業：Wholesale Trade
事件年度：2021
Udaan was an Indian business-to-business (B2B) e-commerce start-up founded in 2016. Initially, it grew at a brisk pace, achieving unicorn status in record time. For the small retailers Udaan targeted, the pre-existing product distribution chain was long, inefficient, and highly fractured. With the arrival of e-commerce, deepening cell phone penetration, and the government’s increased interest in digitization, many start-ups emerged in the B2B e-commerce space. While most players adopted a vertical-based business model focused on specific product categories, Udaan pursued top-line growth and attacked the sector’s inefficiencies with a horizontal, cross-category business model. As of 2021, the valuation of Udaan’s competitors have grown much faster than its own. In face of this pressure, Udaan’s founders had to consider revisiting their strategy and exploring other options.
教學手冊：Udaan: Flying Too High - Teaching Note
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