HUGE and Digital Strategy

Abstract:     
In 2011, HUGE, Inc. is the fastest growing digital agency in the U.S. Its CEO, Aaron Shapiro, is considering a set of novel growth strategies to take his firm to the next level. However, the digital strategy industry in which HUGE has made a name for itself is highly fluid and constantly evolving - the options facing Shapiro and HUGE must be considered in light of an industry structure that blurs the lines across competitors, complements, and clients and could easily shift for or against digital agencies such as HUGE in the near future. Using HUGE as a focal point, students are asked to evaluate competitive dynamics in the digital strategy industry and predict the evolution of the market. They are also asked to use the unique dynamics of the digital strategy industry as a backdrop for assessing HUGE's best growth option going forward.

working papers series