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Case | HBS Case Collection | February 2009 (Revised September 2011)

Big Spaceship: Ready to Go Big?

by Boris Groysberg and Michael Slind

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Abstract

Big Spaceship, a digital marketing agency, faced a rather big challenge: How to scale the distinctive culture that was essential to its competitive strategy? Renowned for the cutting-edge websites that it developed to market major Hollywood movies and leading consumer brands, the firm had won numerous awards and garnered considerable attention within the advertising industry. In mid-2008, Big Spaceship remained small (it had fewer than 50 employees) but was poised for significant growth. For founder and CEO Michael Lebowitz, the central challenge was to figure out whether and how the agency could retain its boutique culture while transcending its boutique size. The case begins by briefly outlining Lebowitz's background, along with the history of Big Spaceship since its founding in 2000. Then the case shifts to a discussion of external dynamics: the firm's value proposition, which focused on providing start-to-finish, strategy-driven digital marketing solutions; its interaction with clients; and its relationship with established players in the advertising industry. Next, the case examines the firm's internal dynamics. Here, in addition to describing the culture of Big Spaceship, the case puts special emphasis on the firm's recent shift from a functional structure to a team-based structure. Finally, the case provides an overview of key issues that Lebowitz and his team must consider as they plan for the firm's growth—how to raise capital, how to gauge the optimal size for the company, and how to manage an expanding staff. A major highlight of the case is the inclusion of more than a dozen graphically compelling exhibits, which help to illustrate the firm's value proposition, its innovation-oriented culture, and its evolving organizational design.

Keywords: Entrepreneurship; Innovation and Management; Human Capital; Growth and Development Strategy; Marketing; Organizational Culture; Organizational Design; Groups and Teams; Competitive Strategy; Value Creation;

Format: Print 38 pages EducatorsPurchase

Citation:

Groysberg, Boris, and Michael Slind. "Big Spaceship: Ready to Go Big?" Harvard Business School Case 409-047, February 2009. (Revised September 2011.)

About the Author

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Boris Groysberg
Richard P. Chapman Professor of Business Administration
Organizational Behavior

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More from the Author

  • Case | HBS Case Collection | October 2019 (Revised December 2019)

    Swizz Beatz

    Boris Groysberg, Annelena Lobb and Sarah Mehta

    This case explores the life and career of rapper and music producer Swizz Beatz. Set in 2019, it covers the evolution of Swizz’s musical career and his new venture into the commercial art market.

    Keywords: Entertainment; Music Entertainment; Television Entertainment; Entrepreneurship; Entertainment and Recreation Industry; Fine Arts Industry; Music Industry; United States;

    Citation:

    Groysberg, Boris, Annelena Lobb, and Sarah Mehta. "Swizz Beatz." Harvard Business School Case 420-034, October 2019. (Revised December 2019.)  View Details
    CiteView DetailsEducators Related
  • Case | HBS Case Collection | October 2019 (Revised December 2019)

    Swizz Beatz and Alicia Keys: A Power Couple

    Boris Groysberg, Annelena Lobb and Sarah Mehta

    Set in 2018, this case follows married couple and music industry titans Swizz Beatz and Alicia Keys as they consider how best to use their platforms to achieve their goals. Since achieving professional success in the music industry early in their lives, Swizz and Keys had explored many different personal and professional pursuits. Swizz was particularly interested in the arts and had launched an initiative aimed at supporting emerging visual artists of color. Keys had taken on acting roles, written a children’s book, and had become an increasingly vocal advocate for social justice causes. Anchoring their professional work, Swizz and Keys had built a loving family rooted in communication and mutual respect. As one of the music industry’s most recognizable power couples, Swizz and Keys now considered how they might use their joint platform to continue to drive positive change for artists and creators of all stripes.

    Citation:

    Groysberg, Boris, Annelena Lobb, and Sarah Mehta. "Swizz Beatz and Alicia Keys: A Power Couple." Harvard Business School Case 420-035, October 2019. (Revised December 2019.)  View Details
    CiteView DetailsEducators Related
  • Supplement | HBS Case Collection | November 2019

    California Closets - Bill Barton

    Boris Groysberg

    Video supplement for the HBS Case Study "California Closets: Organizing the Customer Experience," product number 419-004.

    Citation:

    Groysberg, Boris. "California Closets - Bill Barton." Harvard Business School Multimedia/Video Supplement 420-702, November 2019.  View Details
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