Skip to main content

Please enter a keyword and click the arrow to search the site

Reuters Market Light: Strategic Innovation at the Bottom of the Pyramid

Subject

Strategy and Entrepreneurship

Authors / Editors

Markides C;Winig L;Oyon D

Biographies

Publication Year

2009

Abstract

This case is set in 2008 and examines the challenges facing Amit Mehra, Managing Director of Reuters Market Light (RML), a newly formed unit within Thomson Reuters, as he tries to grow the business amid organisational and market upheaval. RML represented a creative venture by Thomson Reuters to leverage its competences and make money at the bottom of the pyramid. Specifically, RML was set up in 2007 to offer customised, localised and personalised weather forecasts, crop prices and local agricultural news via short message service text messages on mobile telephones to rural Indian farmers. To do so, it had to develop an appropriate business model that allowed it to make money in rural India. The case is therefore a perfect vehicle to discuss three interrelated themes: (1) corporate entrepreneurship – how big established companies can grow new ventures next to the established core; (2) playing two games at the same time – how established companies can compete with dual business models; and (3) scaling up a new business – how to grow a new business while protecting it from rival attacks and internal politics.

Topic List

Business model innovation, Developing countries, Dual business models, Strategic planning

Industry

Agriculture; Mobile communications

LBS Case Number

CS-09-008

Location

India

Available on ECCH

No


Select up to 4 programmes to compare

Select one more to compare
×
subscribe_image_desktop 5949B9BFE33243D782D1C7A17E3345D0

Sign up to receive our latest news and business thinking direct to your inbox

×

Sign up to receive our latest course information and business thinking

Leave your details above if you would like to receive emails containing the latest thought leadership, invitations to events and news about courses that could enhance your career. If you would prefer not to receive our emails, you can still access the case study by clicking the button below. You can opt-out of receiving our emails at any time by visiting: https://london.edu/my-profile-preferences or by unsubscribing through the link provided in our emails. View our Privacy Policy for more information on your rights.