Build vs Buy · Make / Buy / Partner · Medium · 25-35 min

Acquiring a New Technology Capability

Last updated 2026-07-29

What is this case about?

A consumer-goods company wants a direct-to-consumer data and personalization capability it doesn't have today. It can build the team and tech, acquire a small martech startup, or partner with a specialist. Speed matters, talent is scarce, and the board is wary of integration risk from acquisitions. You recommend make, buy, or partner.

Where strong candidates start

  • Frame the decision on Ability, Cost, and Time — can we build it, what does each path cost, how fast
  • Assess whether the capability is core/strategic enough to own vs access via partner

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