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The Stock of StockX: Scaling a Digital Business to Greatness

Published 27 Nov 2017
Reference 6283
Topic Marketing
Industry E-Commerce
Region North America
Summary

StockX is the world’s first “stock market of things”, a consumer marketplace for high-demand, limited edition products that operates exactly like the stock market. The underlying concept is to allow participants to buy and sell authenticated products in a live marketplace where they trade anonymously (with stock market-like visibility). The StockX exchange offers buyers and sellers historical price and volume metrics, real-time bids and offers (asks), time-stamped trades, individualized portfolio tracking and metrics, as well as in-depth market analysis and news. A partnership with Eminem, a native of Detroit, got StockX off the ground by creating exclusive content and access to rare sneakers from the rapper's personal collection. To build on this momentum, StockX needs to develop a growth strategy.

Teaching objectives

This case highlights the importance of customer-focused marketing in creating profitable value. It highlights key concepts related to segmentation, targeting and brand positioning in a B2B context, in an industry which is maturing.

Keywords
  • E-Commerce
  • Growth strategy
  • Business model innovation
  • Collectibles
  • Sneakers
  • Eminem
  • Q11718