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October 2000 (Revised March 2001)
Case

BizRate.com

By: Youngme E. Moon

BizRate is a market research firm that collects point-of-purchase customer feedback data from retailing merchants. It then makes its findings available to consumers in the form of "BizRate star ratings," which are displayed on its website. To date, its primary revenue... View Details

Keywords: Business Education; Marketing Channels; Internet and the Web; Customer Relationship Management; Trust; Business Model; Marketing Strategy; Internet and the Web; Business Divisions; Debates; Retail Industry

October 2000 (Revised October 2000)
Case

3PLex.com

By: Myra M. Hart and Judith Marie Dror

A start-up team is faced with the challenge of building a senior management team with relevant industry experience. The marriage of e-commerce and the transportation logistics industry creates unusual problems in blending "old economy" employees and employee practices... View Details

Keywords: Management Teams; Executive Compensation; Employee Stock Ownership Plan; Organizational Culture; Corporate Entrepreneurship; Technology Adoption; Transportation Industry

March 2022 (Revised February 2023)
Case

Pakistan Rising: Bazaar's Growth Story (A)

By: Paul A. Gompers and Gamze Yucaoglu

The case opens in September 2021 as Hamza Jawaid and Saad Jangda, co-founders of Bazaar technologies (Bazaar), the Pakistani high growth B2B e-commerce marketplace, are contemplating whether the year-and-a half old startup should also venture into offering financing to... View Details

Keywords: B2B; Business Model; Emerging Markets; For-Profit Firms; Strategy; Digital Platforms; Information Technology; Value Creation; Globalization; Competition; Expansion; Profit; Resource Allocation; Diversification; Corporate Strategy; Pakistan

September 2019 (Revised November 2019)
Case

Pinduoduo

By: Feng Zhu, Krishna G. Palepu, Bonnie Yining Cao and Dawn H. Lau

Founded in 2015 by serial entrepreneur, Colin Huang, Pinduoduo Inc. (PDD) had become China’s fastest-growing e-commerce platform in history. PDD pioneered a new approach to online shopping that allowed shoppers to share products, invite friends to form shopping teams,... View Details

Keywords: Digital Platforms; Business Model; Innovation and Invention; Competitive Advantage; Expansion; Strategy; E-commerce

July 2020
Case

Karen Bruck: Growing Managers at MercadoLibre

By: Joshua D. Margolis, Fernanda Miguel and Mariana Cal

Karen Bruck, Corporate Sales Director at MercadoLibre, Latin America's largest e-commerce platform, needs to make a decision about one of her managers, who, while analytically savvy, has an approach that does not fit in with the company's culture. View Details

Keywords: Performance Evaluation; Employee Relationship Management; Decision Making; Interpersonal Communication; Organizational Culture; Retail Industry; Latin America; Argentina

August 2023
Case

Floward

By: Krishna Palepu and Namrata Arora

In 2022, Abdulaziz B. Al Loughani, CEO and co-founder of Floward, an online flower and gifting company established in Kuwait in 2017, contemplated the firm's growth trajectory. Floward, an e-commerce enterprise that offered fresh-cut flowers sourced directly from... View Details

Keywords: Initial Public Offering; Expansion; Growth and Development Strategy; E-commerce; Information Technology Industry; Middle East; North Africa; Saudi Arabia; Kuwait; United Arab Emirates; Jordan

April 2000 (Revised June 2000)
Case

E-Loan: The CarFinance.com Acquisition

E-Loan is an online mortgage lender that acquired an auto-lending arm in August of 1999. This case examines E-Loan's purchase of CarFinance.com and highlights E-Loan's strategy-setting process. In addition, the case explores business development as a strategic process... View Details

Keywords: Strategic Planning; Internet and the Web; Change Management; Growth and Development Strategy; Financial Services Industry

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June 2023
Simulation

Artea Dashboard and Targeting Policy Evaluation

By: Ayelet Israeli and Eva Ascarza

Companies deploy A/B experiments to gain valuable insights about their customers in order to answer strategic business problems. In marketing, A/B tests are often used to evaluate marketing interventions intended to generate incremental outcomes for the firm. The Artea... View Details

2024
Working Paper

Adjusting Prices in the Long-tail: The Role of Competitive Monitoring

By: Ayelet Israeli and Eric Anderson

Most e-commerce retailers offer a long-tail of very low demand products. Individually, these items may have low sales but collectively they are critical to the overall e-commerce business model. Because of their minimal sales, pricing is a constant challenge. The... View Details

Keywords: Algorithmic Pricing; Ecommerce; Price Monitoring; Price; Competition; Retail Industry

September 2020 (Revised June 2023)
Exercise

Artea: Designing Targeting Strategies

By: Eva Ascarza and Ayelet Israeli

This collection of exercises aims to teach students about 1)Targeting Policies; and 2)Algorithmic bias in marketing—implications, causes, and possible solutions. Part (A) focuses on A/B testing analysis and targeting. Parts (B),(C),(D) Introduce algorithmic bias. The... View Details

February 2000 (Revised June 2002)
Case

Development of the Internet in China (A), The: Challenges and Opportunities

Explores the development of the Internet in China. Starts with background information on China, the Internet, and several common Internet business models. Discusses regulatory and business obstacles to the growth of e-commerce in China. Finally, presents forecasts and... View Details

Keywords: Internet and the Web; Emerging Markets; Retail Industry; China

September 2016 (Revised February 2017)
Case

MyTime

By: Juliane Begenau and Robin Greenwood

Ethan Anderson, the CEO of San Francisco–based e-commerce company MyTime, must decide on the company's growth strategy. MyTime’s first product was a website and mobile app that offered consumers a convenient way to book appointments with local merchants throughout the... View Details

Keywords: Customer Valuation; Discounted Cash Flow; Software; Valuation Methodologies; Subscriber Models; Financial Management; Corporate Finance; Growth and Development Strategy; Valuation; Applications and Software; Information Technology Industry; North and Central America

May 2001 (Revised January 2010)
Case

Submarino.com (A)

By: Lynda M. Applegate, Meredith Collura and Luiz Felipe Monteiro

Enables a thorough analysis of Submarino.com, a B2C e-commerce company with a presence in Brazil, Argentina, Mexico, Spain, and Portugal. Examines the company's global operations as well as its organizational design and operating and management capabilities. Considers... View Details

Keywords: Business Model; Globalized Firms and Management; Operations; Organizational Design; Strategy; Internet; Retail Industry; Portugal; Spain; Mexico; Argentina; Brazil

November 2019 (Revised April 2020)
Case

Away: Scaling a DTC Travel Brand

By: Jill Avery and Joseph B. Fuller

Away, a direct-to-consumer, digital native e-commerce seller of travel luggage, is debating how to invest its latest round of venture funding. How quickly could and should Away scale and what were the most promising growth trajectories to maximize its potential? Three... View Details

December 2017 (Revised May 2018)
Case

Amazon Buys Whole Foods

By: José B. Alvarez, David Lane and Joni Coughlin

The June 2017 news that e-commerce giant Amazon was paying $13.7 billion for organic supermarket chain Whole Foods precipitated a broad sell-off in the shares of grocery retailers and suppliers. Behind the precipitous declines lay recognition that Amazon’s bold move... View Details

Keywords: Amazon; Whole Foods; Grocery; Grocery Delivery; Mergers ＆ Acquisitions; Business Models; Food Value Chain; Agribusiness; Mergers and Acquisitions; Operations; Competitive Strategy; E-commerce; Agriculture and Agribusiness Industry; Retail Industry; Web Services Industry; Food and Beverage Industry; United States

January 2023 (Revised January 2024)
Case

Digital Transformation at Tata Steel

By: Krishna Palepu, Das Narayandas, Radhika Kak and Rachna Tahilyani

T.V. Narendran, CEO of Tata Steel, India’s oldest steel manufacturing firm, had taken concrete business and cultural transformation steps to future-ready the firm since taking over in 2013. He had deleveraged and instilled financial discipline, acquired new businesses,... View Details

Keywords: Digital Transformation; Digital Strategy; Change Management; Growth and Development Strategy; E-commerce; Steel Industry; Asia; India

April 5, 2021
Article

Defining a Post-Pandemic Channel Strategy

By: Frank V. Cespedes

Companies have experienced a surge of online orders during the pandemic. As the crisis eases, leaders need to decide whether the shift to e-commerce is a permanent “new normal” or a temporary increase. Across sectors, forecasts aimed at answering this question form the... View Details

Keywords: Health Pandemics; Marketing Channels; Strategy; Resource Allocation; E-commerce

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March 1999 (Revised February 2000)
Case

Ken Hakuta: AllHerb.com

By: Teresa M. Amabile and Nicole Tempest

Ken Hakuta had been an entrepreneur all his life. Having started a number of consumer-oriented ventures, he became well-known as "Dr. Fad," the initiator of the "Wacky Wallwalker" toy craze in the 1980s. Wishing to strike out in an exciting new direction in 1998, he... View Details

Keywords: Business Startups; Entrepreneurship; Health; Information Publishing; Leadership Style; Problems and Challenges; Web Sites

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January 2010 (Revised April 2011)
Case

Google Inc.

By: Benjamin Edelman and Thomas R. Eisenmann

Describes Google's history, business model, governance structure, corporate culture, and processes for managing innovation. Reviews Google's recent strategic initiatives and the threats they pose to Yahoo, Microsoft, and others. Asks what Google should do next. One... View Details

Keywords: Digital Marketing; Business Model; Growth and Development Strategy; Network Effects; Mission and Purpose; Expansion; Internet and the Web; Information Technology Industry

January 2011 (Revised November 2015)
Case

The National Geographic Society (A)

By: David A. Garvin and Carin-Isabel Knoop

In January 2010, John Fahey, president, CEO, and chairman of the board of trustees' executive committee of the Washington, D.C.-based National Geographic Society (NGS), must decide how best to organize the 121-year old mission-driven organization for a world of... View Details

Keywords: Business Model; Information Publishing; Leadership Style; Leading Change; Growth and Development Strategy; Managerial Roles; Organizational Change and Adaptation; Organizational Culture; Organizational Structure; Internet; Publishing Industry

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