AirMCL: Product and Business Model Innovation in the Era of Mobile Internet—Is Entrepreneurship Really Prone to Failure?


This case describes how the AirMCL project developed an innovative beauty device, how it was launched in the market and evolved into an online to offline (O2O) model, and subsequently achieved initial success. In essence the case deals with new product and business model innovation in the era of the mobile Internet, consisting of the following three aspects: first, entrepreneurial spirit and characteristics of the entrepreneurs; second, the process and methods of digital entrepreneurship; and third, the process of how new technologies empower physical stores to be transformed into new retail. This case illustrates the successful path and key elements of digital entrepreneurship in the era of the mobile internet.

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