<iframe src="https://www.googletagmanager.com/ns.html?id=GTM-PHTV9K7" height="0" width="0" style="display:none;visibility:hidden">
Loading
Skip to Main Content
Product cover image for Bone Brox: From a Startup to an Established Business

Bone Brox: From a Startup to an Established Business

Christoph Engl, Sophia Pauer

Product #:W34130
Supplier:Ivey
Discipline:Entrepreneurship, Strategy
Setting:Austria, France, Germany, United Kingdom, 2023
Details:Case (PDF) • 15 pages • 2024-06-13

Subjects:

InternationalizationLeadershipCrisis managementInternational businessLeadership and managing peopleBusiness managementEntrepreneurshipStrategy

Industries:

Goods, trade, and consumer services

Geography:

EuropeAustriaFranceGermanyUnited Kingdom
Your Price:$10.54

Purchase this material with a free Educator Account and enjoy more benefits:

  • Free Educator Copy
  • Free Teaching Notes
  • Build your coursepack
  • Discounted academic price

Cofounders of the Berlin-based startup Bone Brox developed a traditional bone broth made from organic, pasture-fed cattle and free-range chickens. Although they had a polarizing product, the founders tapped into the health and awareness trend and managed to gain market attention and secure government funding. The startup defined itself with a flat hierarchy, open communication, and shared decision-making. However, the company faced challenges, such as the impact of a flat hierarchy on business success and efficient decision-making, a highly competitive market, and the COVID-19 pandemic crisis.

Learning Objectives

This case study presents the startup and its founders over a period of six years, from its early stages, and discusses fundamental business considerations. This case is particularly suitable for undergraduate and graduate students in entrepreneurship, strategic management, innovation, product management, marketing, human resources, or startup management courses. It can be used to introduce students to concepts of market analysis, trend and crisis management, and entrepreneurial decision-making. The case is well-suited for teaching current frameworks of management and entrepreneurial thinking. After working through the case and assignment questions students will be able to do the following:
  • Define and discuss startup management and understand the key stages of starting a business.
  • Identify and evaluate potential, indirect, and direct competitors in highly competitive markets.
  • Apply the concept of key resources and capabilities (using the acronym VRIN, for valuable, rare, inimitable, and non-substitutable) to identify a competitive advantage.
  • Define, discuss, and evaluate various strategic alternatives.
  • Devise steps for a business to manage a crisis, survive, and thrive.
Loading
Case Study: Bone Brox: From a Startup to an Established Business (English version) | Ivey Publishing