Dartfish – How a University Spin-Off Became a Global Leader in Video Analysis Solutions
Founded in 1998 in Fribourg, Switzerland, Dartfish developed a video technology able to track movement and trajectory. Its user-friendly analysis tools, known as the SimulCam and StroMotion, set it apart from the competition, allowing it to conquer three market segments: broadcasting and media; sports training and education, physiotherapy, and healthcare; and online video sharing. Being first in a market it had created and the recipient of extensive media coverage, Dartfish quickly expanded its international network to serve a wide spectrum of customers. Over time, however, the market became saturated with competitors popping up everywhere, and, rather than focusing on understanding and serving its clients’ needs, the firm worked to develop new technologies. Despite its apparent success, it eventually realized that it was spreading itself too thin and needed to rethink its value proposition.
The case provides a platform to explore the internationalization strategies adopted by Dartfish, a born-global firm, and the dos and don’ts of market expansion.
By the end of this case, students will