Codezin: braving the startup storm

Shounak Pal (Department of Information Technology and Systems, Indian Institute of Management Lucknow, Lucknow, India)
Gaurav Gupta (Department of Management Information Systems, Indian Institute of Management Calcutta, Kolkata, India)
Indranil Biswas (Department of Operations Management, Indian Institute of Management Lucknow, Lucknow, India)

Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Publication date: 7 November 2017


Subject area

Entrepreneurship, Strategic management, Management information systems.

Study level/applicability

Undergraduate and graduate capstone course in entrepreneurship, strategic management or management information systems courses.

Case overview

This case study of a young technology firm, Codezin Technology Solutions, helps to analyze the challenges faced by such firms in emerging markets. Such markets are characterized by rapid turbulence in the market characteristics. The authors seek to analyze the role of disruptive regulatory changes, resulting in the growth of new startups, in affecting the growth and expansion of such young firms. Codezin was established in 2009 as a bootstrap company, to provide low-cost IT services to Indian small and medium scale enterprises (SMEs). Despite some initial success, it began to run into losses due to poor coordination and improper planning. After a period of struggle, the company stabilized its revenue from services business and expanded to mobile solutions, digital marketing, etc. But then the government of India announced the Startup India initiative at the beginning of 2016 to boost new ventures. Codezin did not qualify as per the government rules and thus failed to use the various incentives offered. Hence, it needs to determine a new strategy to compete with the onslaught of freshly funded startups but with a relative lack of market experience.

Expected learning outcomes

With the case discussion, the students will gain rich insights on technology businesses aimed at SMEs and the impact of changes in the regulatory regime in emerging markets like India. Further, they get to step into the shoes of the co-founders and choose between diversification vs new market development strategies, spurred by market disturbances and thinning competitive advantage.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email to request teaching notes.

Subject code

CSS 3: Entrepreneurship.



Pal, S., Gupta, G. and Biswas, I. (2017), "Codezin: braving the startup storm", Emerald Emerging Markets Case Studies, Vol. 7 No. 4.

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