Case Study

Boblbee (E): Inventing the urban nomad

21 pages
December 2005
Reference: IMD-3-1615

This is the follow up on the integrative case IMD-3-1614. It tells the story of what happened between the years 1998 end 2004 with Boblbee. Patrik Bernstein had to make some radical career choices in order to pursue his dream to start Spotlight and Boblbee. The case also discusses the challenges of launching the company, including personal issues. The initial product positioning and the underlying strategy is described as well as the choices made by the company and what the consequences for the future were.

Keywords
Growth, Product Design, Product Positioning, Business Model
Settings
1998-2004
Type
Field Research
Copyright
© 2006
Available Languages
English
Related material
Teaching note, Video
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This case study is part of a series
  • Boblbee (D): The urban backpack
  • Boblbee (E): Inventing the urban nomad
  • Patrik Bernstein (A): From suit to jeans
  • Patrik Bernstein (B): Breathing again
  • Patrik Bernstein (C): Back in his suit
2006 EFMD AWARD WINNER (Entrepreneurship)
This case study is part of a series
  • Boblbee (D): The urban backpack
  • Boblbee (E): Inventing the urban nomad
  • Patrik Bernstein (A): From suit to jeans
  • Patrik Bernstein (B): Breathing again
  • Patrik Bernstein (C): Back in his suit
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Boblbee (D): The urban backpack
By Benoit F. Leleux Joachim Schwass and Anna Lindblom
Case reference: IMD-3-1614 ©2006
Summary
This is the D-case in the Boblbee series. It requires an integrative analysis of an entrepreneurial opportunity born in Sweden in 1996. The case su...
2006 EFMD AWARD WINNER (Entrepreneurship)
Reference IMD-3-1614
Copyright ©2006
Copyright owner IMD Copyright
Available Languages English
Contact

Research Information & Knowledge Hub for additional information on IMD publications

Boblbee (E): Inventing the urban nomad
By Benoit F. Leleux Joachim Schwass and Anna Lindblom
Case reference: IMD-3-1615 ©2006
Summary
This is the follow up on the integrative case IMD-3-1614. It tells the story of what happened between the years 1998 end 2004 with Boblbee. Patrik ...
2006 EFMD AWARD WINNER (Entrepreneurship)
Reference IMD-3-1615
Copyright ©2006
Copyright owner IMD Copyright
Available Languages English
Contact

Research Information & Knowledge Hub for additional information on IMD publications

Patrik Bernstein (A): From suit to jeans
By Joachim Schwass Benoit F. Leleux and Anna Lindblom
Case reference: IMD-3-1611 ©2006
Summary
At the age of 35 Patrik Bernstein, currently the marketing manager for Unilever’s skin division in Indonesia, starts to feel that something is miss...
Reference IMD-3-1611
Copyright ©2006
Copyright owner IMD Copyright
Available Languages English
Contact

Research Information & Knowledge Hub for additional information on IMD publications

Patrik Bernstein (B): Breathing again
By Joachim Schwass Benoit F. Leleux and Anna Lindblom
Case reference: IMD-3-1612 ©2006
Summary
This case follows the IMD-3-1611 Patrik Bernstein A: “From Suit to Jeans”. Bernstein has described that entrepreneurship for him as like falling in...
Reference IMD-3-1612
Copyright ©2006
Copyright owner IMD Copyright
Available Languages English
Contact

Research Information & Knowledge Hub for additional information on IMD publications

Patrik Bernstein (C): Back in his suit
By Joachim Schwass Benoit F. Leleux and Anna Lindblom
Case reference: IMD-3-1613 ©2006
Summary
This case follows the IMD-3-1612 Patrik Bernstein (B): Breathing again and IMD-3-1611 Patrik Bernstein (A): From Suit to Jeans. In 2005, Bernstein ...
Reference IMD-3-1613
Copyright ©2006
Copyright owner IMD Copyright
Available Languages English
Contact

Research Information & Knowledge Hub for additional information on IMD publications