Summary
Boris Mittermüller (INSEAD MBA' 08D) cofounded the food delivery company Foodora in 2015, inspired by the success of Deliveroo in the UK. Three years later, after succeeding with the start-up, he is debating whether to join a new micro-mobility venture – “flash” – inspired by the success of Lime in the US.
Teaching objectives
The case provides an opportunity to discuss imitation and competition in the context of entrepreneurship and innovation.
Keywords
- Innovation
- Imitation
- Competition
- Entrepreneurship
- Food delivery
- Micro-mobility
- Germany
- Europe
- Copycat
- Rocket Internet
- Timing
- Opportunity
- Uncertainty
- Complementary assets
- Q22025
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