| Description |
1 online resource : illustrations |
| Series |
SAGE business cases |
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SAGE business cases
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| Summary |
Founded in 2013 in Shenzhen, China, 8BitDo began by manufacturing gamepads and other gaming peripherals for niche overseas users. In 2019, the company rejected one of its many takeover offers from an upstream company looking to establish its own brand. 8BitDo decided to return to the Chinese market to counter potential upstream competition in the supply chain. To this end, 8BitDo developed a strategy of working closely with upstream partners, sharing their risks and benefits, to reduce its threat to these large companies. To further adapt to the fast-changing Chinese gaming market and to increase the stakes for further and more cooperation with its licensed product partner, Microsoft, 8BitDo hastily entered the Chinese mainstream electronics market, where it had few resources. Would following such a deep bundling strategy work for 8BitDo? 8BitDo seemed to have been dealt a bad hand. On the new battlefield, 8BitDo faced not only a lack of human resources and supply chain network resources, but also a lack of organizational resources. To make matters worse, its innovation advantage was diminishing. This case illustrates the dilemma 8BitDo faced in higher-level competition from the perspective of managing intangible resources, describes 8BitDo's responses and choices in breaking through the monopoly barriers of leading companies, and further characterizes the key decisions 8BitDo made in the process of building a new competitive advantage. It also highlights the existential challenges SMEs face in a mature industry during the transition from maturity to decline. The case uses a series of open-ended questions to stimulate discussion and reflection on the intangible resources that are essential for SMEs to build new competitive advantage in a tough evolving market |
| Notes |
Description based on XML content |
| Subject |
Video games industry -- China -- Case studies
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Video games industry -- Vertical integration -- Case studies
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| Form |
Electronic book
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| Author |
Gao, Xiang, active 2024, author
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Li, Zhigang (Economist), author.
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| ISBN |
9781071925591 |
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1071925598 |
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