In August 2023, Camp Automation Pvt. Ltd. (Camp Automation), a Bengaluru, India-based go-to-market (GTM) technology start-up, faced a critical strategic decision. Kia Motors India (Kia) approached the company to lead a metaverse marketing campaign for the upcoming launch of its electric sport utility vehicle. This opportunity promised to elevate Camp Automation’s technological capabilities but required navigating the complexities of delivering an innovative solution within a six-month timeline. Founders Shiv M. Kumar and Girish Bendigiri debated the potential benefits of venturing into metaverse technology versus the risks of diverting from their core GTM services. While Kumar advocated for the transformative potential of integrating metaverse and generative artificial intelligence (gen AI), Bendigiri cautioned against resource constraints and the Innovator’s Dilemma—balancing short-term stability with long-term growth. With full funding secured from Kia and potential collaboration with the Indian Institute of Management, the leadership team had to decide if they should pursue this bold technological leap or continue focusing on their established competencies.
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