Case 2016-03: Hard Software Marketing Choices at ownCloud

Case summary

Matt Richards, product manager at high-tech startup ownCloud, bet big on a new feature for ownCloud’s enterprise file synchronization and sharing software: The integration of ownCloud’s product with Microsoft’s SharePoint solution. However, two quarters after releasing the SharePoint integration, it is showing no traction in the market at all. By comparison, the much simpler Windows Network Drive integration is enjoying significant sales gains. What should Richards do: Stick with his strategy, redirect resources, or do something else?

Example case question [1]

  • What should Richards do?

Case difficulty cube [2]

  • Analytical dimension: Average
  • Conceptual dimension: Easy
  • Presentation dimension: Easy

Freely available materials

Materials for lecturers

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