ARECO: A Success Story! Analysis of an innovative start-up which became the market leader

This multimedia case study deals with marketing and strategy issues of ARECO, an SME based at the heart of the largest European science and technology park in France. It presents the development of this innovative company, which rapidly gained the leading position on the French market. The innovation lifecycle of the company ARECO is about to reach maturity stage in its initial market so the challenge now is to decide on a strategy that will ensure continued business growth. Students thus have to analyze the company and its competitors. To accompany the teaching materials, three video podcasts, or vodcasts, have been made, based on interviews with the Marketing Manager of ARECO.