Case Study

Boblbee (E): Inventing the urban nomad

21 pages
December 2005
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.

Growth, Product Design, Product Positioning, Business Model
Field Research
© 2006
Available Languages
Related material
Teaching note, Video
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