Alan, a French healthtech company founded in 2016 saw rapid growth from the start. By 2019, CEO and co-founder Jean-Charles Samuelian-Werve felt the time had come to enter the international health insurance market but was encountering resistance from multiple stakeholders. Should he follow his instinct and expand abroad? If so, how to decide which market(s) to enter?

The case describes how FC Barcelona’s Innovation Hub (BIH) helped the club generate revenues through digital means when Covid 19 struck, causing football stadiums and their merchandise outlets to close for months, with damaging financial consequences. Launched in 2017, the BIH allowed pitch performance to be combined with long-term strategic initiatives.