Case Name :      Luminar: Leveraging Big Data Using Corporate Entrepreneurship

Authors :           Simon Parker, Ramasastry Chandrasekhar

Source :             Ivey Publishing

Case ID :            W14175

Discipline :        General Management

Case Length :    12 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Entravision, a leading Spanish-language broadcasting company in the United States that targets Hispanic Americans, has just set up a digital analytics division called Luminar, which uses Big Data to focus a company’s marketing to a particular set of consumers. The idea of launching Luminar has been mooted by an outsider who is a friend and protegé of the company’s founding chairman. As the incumbent president of the new division, he is grappling with some major issues. How should he secure the buy-in of line and staff managers at Entravision? How should he find a structural fit between Entravision and Luminar? How should he leverage business opportunities beyond digital analytics? What kind of entry barriers can he build so that Luminar retains its first mover advantage?