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Case Study

Boblbee (E): Inventing the urban nomad

By Benoit F. Leleux, Joachim Schwass and Anna Lindblom

21 pages

December 2005

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Reference: IMD-3-1615

This is the follow up on the integrative case IMD-3-1614. It tells the story of what happened between the years 1998 end 2004 with Boblbee. Patrik Bernstein had to make some radical career choices in order to pursue his dream to start Spotlight and Boblbee. The case also discusses the challenges of launching the company, including personal issues. The initial product positioning and the underlying strategy is described as well as the choices made by the company and what the consequences for the future were.

Keywords

Growth, Product Design, Product Positioning, Business Model

Settings

1998-2004

Type

Field Research

Available Languages

English

Related material

Teaching note, Video

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This case study is part of a series

Boblbee (D): The urban backpack
Boblbee (E): Inventing the urban nomad
Patrik Bernstein (A): From suit to jeans
Patrik Bernstein (B): Breathing again
Patrik Bernstein (C): Back in his suit

2006 EFMD AWARD WINNER (Entrepreneurship)

This case study is part of a series

Boblbee (D): The urban backpack
Boblbee (E): Inventing the urban nomad
Patrik Bernstein (A): From suit to jeans
Patrik Bernstein (B): Breathing again
Patrik Bernstein (C): Back in his suit

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