Old MathJax webview Reading the case study ROCKET INTERNET - WILL THE COPYCAT BE IMITATED? by: Patrick regnr answer the ff questions: 1. Based on

Old MathJax webview

Reading the case study ROCKET INTERNET - WILL THE COPYCAT BE IMITATED? by: Patrick regnér

answer the ff questions:

1. Based on the data from the case (and any other sources available), use the frameworks from the chapter and analyse the resources and capabilities of Rocket Internet:

a. What are its resources and capabilities?

b. What are its threshold, distinctive and dynamic resources and capabilities?

2. Based on your initial analysis and answers to question 1, carry out a VRIO analysis for Rocket Internet. What do you conclude? To what extent does Rocket Internet have resources and capabilities with sustained competitive advantage?

3. What is the importance of the Samwer brothers? What would happen if they left or sold the company?

   

CASE EXAMPLE Introduction Rocket Internet is a very successful Berlin-based start-up incubator and venture capital firm. It starts, develops and funds e-commerce and other online consumer businesses. With over 700 employees and an additional 30,000 across its network of portfolio companies, the firm has helped cre- ate and launch over 100 start-ups and is currently active in more than 70 companies across more than 100 countries. The company was founded by the Samwer brothers, Alexander, Oliver and Marc. After going to Silicon Valley in the late 1990s they became inspired by the Californian entrepreneurial culture and especially eBay. The broth- ers contacted eBay offerring to create a German version of the online auction house, but they received no reply from eBay. Instead they launched their own eBay clone, Alando. A month later they were acquired by eBay for $50m (30m, 37.5m). This was to be their first great online success, but far from the last. Next the brothers created Jamba, a mobile phone content platform. It was sold to VeriSign, a network infrastructure The Samwer brothers Source: Dieter Mayr Photography. Company Alando cember.net eDarling GratisPay CityDeal Rocket Internet - will the copycat be imitated? Patrick Regnr viversum Founded 1999 2005 2009 2009 2009 Business Online marketplace Online business network Online dating Virtual currency for online games Discount deals for consumers Online astrology company, for $273m in 2004. Since then they have become experts in spotting promising business models, especially in the USA, and imitating and scaling them internationally quicker than the originals. This model is the basis of Rocket Internet, which was founded in 2007 and stock listed in Germany in 2014 valued at $8.2bn. Several of their ven- tures have been acquired by the co pany with the original idea (see Table 1). Two of their most high-profile ventures after Alando were CityDeal, which was sold off to American Groupon, and eDarling sold to American eHarmony. The company has frequently been criticised for simply being a copycat machine without any original ideas, and some have even claimed it is a scam that rips off the originals. However, the question remains: if Rocket Inter- net has been so incredibly successful and what it does is simply copying, why has no one successfully imitated Rocket Internet yet? The brothers, through Oliver Samwer, defend their model in Wired: 'But look at the reality. How many car manufacturers are out there? How many washing-machine manufacturers are there? How many Best Buys? Did someone write that Dixons copied Best Buy, or did anyone ever write that Best Buy copied Dixons, or that [German electronics retailer] Media Markt copied Dixons? No, they talk about Media Markt. They talk about Dixons. They talk about Best Buy. What is the difference? Isn't it all the same thing?' Finance and expert teams Rocket Internet has strong financial backup from its main investor globally, Kinnevik, a Swedish investment company with a 14 per cent stake. Other investors invest Buyer eBay Xing eHarmony SponsorPay Groupon Questico Founded Price, $m 1995 50 2003 6.4 1998 2009 2008 30% stake* na 2003 *With option to buy more t Including a stake in Groupon Source: Attack of the clones, The Economist, 6th August 2011, The Economist Newspaper Limited, London, 2011. 128 2000 126 na Transaction date 1999 2008 2010 2010 2010 2010