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Authors
Advisor(s)
Abstract(s)
The thesis that is presented in the form of a case study aims to focus on the challenges and
opportunities a german software startup, Userlike, faces upon choosing a path for further
growth in the future. Since this case study allows students to apply strategic frameworks and
especially the theory of resources and capabilities, it serves as a teaching instrument.
Userlike is a customer support live chat software which was developed by the company
Userlike UG (haftungsbeschränkt) that was founded in June 2011.
Despite a successful start and reaching more than 400 customers, Userlike has to deal with a
high level of competition and knows that it has to decide on a next strategic step to escape this
situation. Userlike has to come up with four growth options that they could follow. A main
constraint for choosing the right option is the lack of financial resources. The business was
mainly bootstrapped.
The case is based on a real life situation of a software startup’s quest for growth while it
competes on an international level. The case concentrates on the analysis of core capabilities.
These core capabilities of the team should guide students to the solution of the case.
Students will have to discuss whether it is better to follow a growth path that is financially
more attractive or the one that meets capabilities that have delivered a competitive advantage
so far.