TrackerSense : An Entrepreneurial Marketing Start-Up. / O'Brien, Justin.

SAGE businesscases. SAGE Publications Ltd, 2016.

Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)peer-review

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TrackerSense : An Entrepreneurial Marketing Start-Up. / O'Brien, Justin.

SAGE businesscases. SAGE Publications Ltd, 2016.

Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)peer-review

Harvard

APA

Vancouver

Author

O'Brien, Justin. / TrackerSense : An Entrepreneurial Marketing Start-Up. SAGE businesscases. SAGE Publications Ltd, 2016.

BibTeX

@inbook{2d682a7f2be14160ad7ff6d63b6fcfd1,
title = "TrackerSense: An Entrepreneurial Marketing Start-Up",
abstract = "This entrepreneurial marketing case study focuses on serial entrepreneur Wayne Soutter and his current technology start-up TrackerSense, which produces a low-cost mobile tracking device for high-value packages.The case begins with the Eureka moment in which the idea emerged and follows its development, which led to the initial 500-unit proof-of-concept production run, in anticipation of a significant scale-up afforded by hoped-for venture capital investment. The practically oriented discussion questions invite students to consider a number of important marketing development decisions, and the real challenges often faced by entrepreneurs with respect to product design, branding, distribution, intellectual property protection and sustainability.Outlining some size, consumption and innovation industry insights and trends, the case also profiles the founding entrepreneur and how his charismatic and driven personality bootstrapped the SenseTracker business into being.This case was written following extensive interaction with the company founder using a practical marketing perspective.",
author = "Justin O'Brien",
year = "2016",
month = mar,
day = "6",
doi = "10.4135/9781473977471",
language = "English",
booktitle = "SAGE businesscases",
publisher = "SAGE Publications Ltd",
address = "United Kingdom",

}

RIS

TY - CHAP

T1 - TrackerSense

T2 - An Entrepreneurial Marketing Start-Up

AU - O'Brien, Justin

PY - 2016/3/6

Y1 - 2016/3/6

N2 - This entrepreneurial marketing case study focuses on serial entrepreneur Wayne Soutter and his current technology start-up TrackerSense, which produces a low-cost mobile tracking device for high-value packages.The case begins with the Eureka moment in which the idea emerged and follows its development, which led to the initial 500-unit proof-of-concept production run, in anticipation of a significant scale-up afforded by hoped-for venture capital investment. The practically oriented discussion questions invite students to consider a number of important marketing development decisions, and the real challenges often faced by entrepreneurs with respect to product design, branding, distribution, intellectual property protection and sustainability.Outlining some size, consumption and innovation industry insights and trends, the case also profiles the founding entrepreneur and how his charismatic and driven personality bootstrapped the SenseTracker business into being.This case was written following extensive interaction with the company founder using a practical marketing perspective.

AB - This entrepreneurial marketing case study focuses on serial entrepreneur Wayne Soutter and his current technology start-up TrackerSense, which produces a low-cost mobile tracking device for high-value packages.The case begins with the Eureka moment in which the idea emerged and follows its development, which led to the initial 500-unit proof-of-concept production run, in anticipation of a significant scale-up afforded by hoped-for venture capital investment. The practically oriented discussion questions invite students to consider a number of important marketing development decisions, and the real challenges often faced by entrepreneurs with respect to product design, branding, distribution, intellectual property protection and sustainability.Outlining some size, consumption and innovation industry insights and trends, the case also profiles the founding entrepreneur and how his charismatic and driven personality bootstrapped the SenseTracker business into being.This case was written following extensive interaction with the company founder using a practical marketing perspective.

U2 - 10.4135/9781473977471

DO - 10.4135/9781473977471

M3 - Chapter (peer-reviewed)

BT - SAGE businesscases

PB - SAGE Publications Ltd

ER -