Publications
Publications
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(2,075)
- Faculty Publications (430)
- December 2000
- Background Note
Online Market Makers
By: Thomas R. Eisenmann and Chris Hackett
Describes the business model for online market makers, firms that use the Internet to organize a marketplace, providing participants with a virtual "place" to trade, rules to govern their exchanges, and infrastructure to support trading. First it proposes a definition... View Details
- November 2000 (Revised July 2001)
- Case
Intuit QuickBooks
By: Rajiv Lal and Punima P Kochikar
Internet QuickBooks, a successful product with a strong brand and an 85% share of retail sales, was faced with the challenge of meeting market growth expectations in a mature, slowing market segment. Generating recurring revenues by providing value-added online... View Details
- November 2000 (Revised December 2001)
- Case
iSteelAsia (A)
By: Rosabeth M. Kanter and Pamela A. Yatsko
The chairman of a Hong Kong-based steel distributor starts an online Asian steel trading portal and contemplates different paths to profitability and growth. Barriers include industrial culture, weakened markets in the spring of 2000, and vulnerability to takeover by... View Details
- November 2000 (Revised May 2002)
- Case
FleetBoston Financial: Online Banking
By: Frances X. Frei and Hanna Rodriguez-Farrar
As the ninth largest bank holding company in the United States in 2000, FleetBoston Financial Corp. provided a myriad of financial services, including retail banking, loan origination, and brokerage accounts. This case explores how FleetBoston responded to the Internet... View Details
- October 2000 (Revised April 2001)
- Case
Cost of Capital at Ameritrade
By: Mark L. Mitchell and Erik Stafford
Ameritrade Holding Corp. is planning large marketing and technology investments to improve the company's competitive position in deep-discount brokerage by taking advantage of emerging economies of scale. In order to evaluate whether the strategy would generate... View Details
- October 2000
- Case
CDNow (A)
By: Stephen P. Bradley, Christina Akers and Howard Reitz
With CDnow's acquisition of N2K's Music Boulevard web site, this case deals with capturing value in the music industry with online sales. CDnow has the advantage of being one of the exclusive music online retailers on AOL but faces fierce competition from Amazon.com.... View Details
- October 2000 (Revised October 2001)
- Case
adM@rt(A)
By: F. Warren McFarlan, Carin-Isabel Knoop and David Lane
Describes the complex policy alternatives facing an online Hong Kong grocery company as it tries to apply Webvan-type concepts in the Hong Kong marketplace. Captures the extraordinary process of adaptation the company is going through as it tries to find the right... View Details
- September 2000 (Revised July 2001)
- Case
Chapters.ca
By: Michael J. Roberts, Rajiv Lal and Walter J. Salmon
Describes the challenges facing the online site associated with Canada's largest bricks-and-mortar bookseller. Presents a variety of lenses for examining the economic model of the online versus traditional book-selling business, and asks students to identify the... View Details
- September 2000
- Case
Guru.com
By: Rajiv Lal and Ann Leamon
An online resource for independent professionals must create a marketing plan to build brand awareness. Along with the tone and message of the ads, the executives must choose from several different treatments and media, keeping within their budget. View Details
- August 2000
- Case
Monster.com
Jeff Taylor, founder and CEO of Monster.com, ponders how his online site, the leading career site on the web, can continue its dominance (60% share in 1999) and growth on the Internet. Monster.com had just launched a nationwide branding campaign on television and... View Details
- July 2000 (Revised October 2000)
- Case
Petstore.com
Petstore.com is one of four contenders for leadership in the highly competitive online pet supply business. Petstore.com faces decisions regarding potential merger partners and how to brand its service within the website managed by its ultimate merger partner,... View Details
- April 2000 (Revised June 2001)
- Case
DoubleClick Buys Abacus (A)
By: John A. Deighton
By acquiring Abacus, DoubleClick won the power to serve ads with unprecedented precision, because it brought together Web surfers' online and offline identities. Several competitors had developed advanced systems for serving ads on the web, but DoubleClick had the... View Details
- February 2000 (Revised May 2001)
- Case
eBricks.com
eBricks.com is developing an online marketplace for construction materials. The start-up company faces two decisions: 1) whether to merge with BluelineOnline.com, a firm providing project management solutions for the construction industry; and 2) whether to develop an... View Details
- February 2000 (Revised October 2000)
- Case
Open Market, Inc.: The E-Commerce Wars
By: James I. Cash Jr., Janis Lee Gogan, Michael Haselkorn and Mani Subramani
Continues the story of Open Market, Inc., a company founded in 1994 to support electronic commerce on the Internet. Despite a very successful initial public offering, the firm had reached a growth plateau, and the management team was considering several strategic... View Details
- February 2000 (Revised April 2001)
- Case
CNET 2000
By: Thomas R. Eisenmann and Pauline M Fischer
CNET's managers explain the strategic analysis that led to their decision to increase their annual marketing budget from $1 million to $100 million. CNET is an online information intermediary that helps consumers make purchase decisions about PC hardware and software,... View Details
- February 2000 (Revised November 2002)
- Case
QuickenInsurance: The Race to Click and Close (A)
ES Technologies started in 1976 as a storefront in Tempe, Arizona selling personal computer kits to hobbyists. Twenty years later, revenues exceeded $3.5 billion, and the business had evolved from a computer store to a master reseller and full-line integrator of... View Details
- February 2000 (Revised April 2003)
- Case
InSite Marketing Technology (A)
By: Lynda M. Applegate, Genevieve J.S. Feraud and Sheila L Marcelo
Introduces students to products and services that improve customers' online shopping experience. Also discusses the challenges of marketing new product concepts and finding funding for start-up ventures. View Details
- December 1999 (Revised February 2001)
- Case
CVS: The Web Strategy
By: John A. Deighton and Anjali C. Shah
How should America's second-largest pharmacy chain respond to the challenge from online drugstores? What threat does the web pose to bricks and mortar distribution of prescription drugs and the other items that make up 50% of a drugstore's sales? This case describes... View Details
- November 1999 (Revised March 2003)
- Case
Webvan: Groceries on the Internet
By: John A. Deighton and Kayla Bakshi
What are the prospects for grocery shopping on the Web? This case invites a comparison of seven business models, with particular emphasis on Webvan. Why does the investment community value Webvan at $7.8 billion after less than six months of operating experience, and... View Details
- November 1999 (Revised June 2006)
- Case
DLJdirect: "Putting Our Reputation Online"
By: Thomas R. Eisenmann and Gillian Morris
Online broker DLJdirect faced two decisions during the fall of 1999: what customer segments should it target and how much should it spend on marketing? Unlike its competitors, who focused either on day traders or more mainstream investors, DLJdirect differentiated its... View Details