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  • September 22, 2023
  • Article

How Software Companies Can Avoid the Trap of Product-Led Growth

By: Jeffrey J. Bussgang and Oliver Jay
Companies like Slack and Dropbox have pioneered the use of Product-Led Growth (PLG). They start by building a product that’s indispensable for small teams, then count on low friction and customer advocates to expand throughout the organization. PLG works, at least at... View Details
Keywords: Growth and Development Strategy; Product; Network Effects; Business Strategy
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  • January 2011 (Revised October 2014)
  • Case

Dropbox: 'It Just Works'

By: Thomas R. Eisenmann, Michael Pao and Lauren Barley
Dropbox is a venture-backed Silicon Valley startup, founded in 2006, that provides online storage and backup services to millions of customers using a "freemium" (free + premium offers) business model. The case recounts Dropbox's history from conception through... View Details
Keywords: Business Model; Growth and Development Strategy; Management Practices and Processes; Distribution; Product Design; Product Development; Internet; Service Industry; California
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