Kapter: pursuing innovation and competitive advantage in the Mexican B2B ecosystem

Abstract

Learning outcomes

The learning outcomes are as follows: to assess the competitive position of a small business-to-business (B2B) company to remain competitive in a developing country; to identify and shape the business opportunity that represents serving small and medium enterprises that would lead to competitive positioning in the B2B environment; and to compare innovation and commercialization projects through strategic dimensions related to managing a technology company in a way that fosters business profitability and growth.

Case overview/Synopsis

Margarita Kaplun, founder and CEO of Kapter, a small company providing country-wide technical and consultant services on thermography to industrial hubs in Mexico, had positioned the company as a reputed provider. However, the company had experienced razor-thin margins. Margarita needs to decide whether they pursue the following grant to fund a project on technology development that will source the competitive position or pursue a commercial project that help them achieve a larger customer base to reap higher income.

Complexity academic level

The case is oriented for an undergraduate audience, attending entrepreneurship, innovation and industrial organization courses. It depicts issues of technology-based entrepreneurship and is suitable for students in business, management and engineering.

Supplementary materials

Teaching notes are available for educators only.

Subject code

CSS 11: Strategy.

Citation

Valdés-Cervantes, V.H. and Reyes-Mercado, P. (2022), "Kapter: pursuing innovation and competitive advantage in the Mexican B2B ecosystem", , Vol. 12 No. 4. https://doi.org/10.1108/EEMCS-04-2021-0126