Ivey Business School (Canada)
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Instacart: Insta-success or Insta-failure The Fight for Survival
Fariss-Terry Mousa, Sarah DodsonCase IVEY-9B21M076-EStrategyMaplebear Inc. – operating as Instacart – was a leader in the online grocery delivery service market. It was founded in 2012 by a former Amazon.com Inc. employee-turned entrepreneur Apoorva Mehta, who had realized that in order to succeed, he needed to crStarting at €8.20