Clinova: Diagnose and Decide
2020 | Case No. E699 | Length 20 pgs.
This case provides an overview of the founding and scaling story of British health and wellness company Clinova. The case outlines the fledgling company’s early marketing successes signing up-and-coming athletes and sports franchises, as well as the difficult capital allocation, strategic and structural decisions Clinova’s founders Arsalan Karim and Charles Ebubedike must make between scaling their consumer product lines or building their illness diagnosis mobile application.
Learning ObjectiveObjectives include developing opportunistic marketing strategies, building frameworks for complex decision-making under uncertainty, evaluating the high level risks and rewards of different business models, and handling competing board and investor expectations as a company scales.
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