IT-Ration’s Quest for Growth: A Market Choice Challenge

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CASE STUDY. This case uses the story of IT-Ration, a small firm based in Montreal, Quebec, Canada, to enable students to conduct an in-depth analysis of the founding manager, the firm, and the industry so as to make a strategic growth decision.

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IT-Ration’s Quest for Growth: A Market Choice Challenge: Abstract

IT-Ration’s Quest for Growth: A Market Choice Challenge is a case study by Mai Thi Thanh Thai, Ekaterina Turkina et Khuong Le Nguyen.

This case uses the story of IT-Ration, a small firm based in Montreal, Quebec, Canada, to enable students to conduct an in-depth analysis of the founding manager, the firm, and the industry so as to make a strategic growth decision. The story unfolds in 2009 at a time when IT-Ration was at a crossroads – should it continue to focus on the Quebec market or go into the U.S. in order to grow? Remaining in Quebec meant that the business would face problems related to limited market size. However, a move to the U.S. would also bring its share of challenges. The entrepreneur had to weigh the pros and cons in order to make an informed decision.

Teaching objectives

Students will:

  • Learn about different options for firm growth, including local market expansion and exploring opportunities at the international level
  • Learn about the impact of consumer perception on firm growth and approaches to firm branding when entering international markets
  • Analyze international market-entry strategies
  • Learn about approaches to overcoming internationalization barriers

Additional information

Teaching notes are available for professors. Contact the HEC Montréal Case Centre.

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