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Product cover image for Kanopy LLC: Growth Challenges of an Educational Video Streaming Company

Kanopy LLC: Growth Challenges of an Educational Video Streaming Company

Arpita Agnihotri; Saurabh Bhattacharya

Product #:9B20A078
Supplier:Ivey
Discipline:Entrepreneurship, Marketing, Sustainability
Setting:United States, 2019
Details:Case (PDF) • 12 pages • 2020-10-01

Subjects:

Pricing strategySales and marketingLeadership and managing peopleEntrepreneurshipMarketingManagement

Industries:

Education institutions

Geography:

North AmericaUnited States
Your Price:$10.54

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Kanopy LLC (Kanopy) was a video streaming platform that hosted independent and documentary films for educative purposes. Founded in 2008, Kanopy had rapidly expanded to several countries. By 2017, it had more than 3,000 college libraries and several public libraries as subscribers. Although Kanopy’s services were received with much enthusiasm, under Kanopy’s pay-per-view pricing model, libraries soon incurred subscription fees that exceeded their budgets. Kanopy’s popularity became an impediment to growth as libraries cancelled subscriptions or switched to more restrictive models. By December 2019, even though Kanopy’s revenues were increasing, the company’s founder needed to consider how to ensure the company’s continued growth. Given libraries’ constrained budgets, what changes did Kanopy need to make to sell its streaming services to libraries?

Learning Objectives

The case deals with the challenges faced by an organization when its popularity becomes an impediment to its growth. This case is intended for undergraduate or graduate courses in services marketing, strategic marketing, strategic management, and business-to-business (B2B) marketing. After working through the case and assignment questions, students will be able to
  • critically analyze the industry challenges faced by a video streaming platform and consider how these challenges are resolved;
  • evaluate strategic actions that can be taken to expand the scope of video streaming services to ensure the growth of a firm;
  • evaluate how simultaneous value can be added to buyers and end consumers in a B2B market; and
  • critically analyze pricing strategies that video streaming service providers can consider.
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Case Study: Kanopy LLC: Growth Challenges of an Educational Video Streaming Company (English version) | Ivey Publishing