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      • Faculty Publications  (142)

      E-Commerce StrategyRemove E-Commerce Strategy →

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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
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      Edelman, Benjamin, and Thomas R. Eisenmann. "Google Inc." Harvard Business School Case 910-036, January 2010. (Revised April 2011.) (Winner of ECCH 2011 Award for Outstanding Contribution to the Case Method - Strategy and General Management.)
      • March 2005 (Revised April 2007)
      • Case

      Comergent Technologies Inc.: Enterprise E-Commerce

      By: V. Kasturi Rangan and Marie Bell
      Coming out of the 2001 high-tech industry recession, this venture capital start-up has to come up with a marketing plan to break even and grow. Its innovative e-commerce software provides unique customer relationship management solutions, but it has to convince... View Details
      Keywords: Business Startups; Customer Relationship Management; Financial Crisis; Collaborative Innovation and Invention; Business or Company Management; Marketing Strategy; Problems and Challenges; Software; Information Technology Industry
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      Rangan, V. Kasturi, and Marie Bell. "Comergent Technologies Inc.: Enterprise E-Commerce." Harvard Business School Case 505-016, March 2005. (Revised April 2007.)
      • October 2004 (Revised December 2005)
      • Case

      Rakuten

      By: F. Warren McFarlan, Andrew P. McAfee, Thomas R. Eisenmann and Masako Egawa
      Rakuten, a native Japanese, e-commerce start-up and highly successful company, is expanding into new categories and new countries. It must figure out how to continue its trajectory of growth and profitability. A rewritten version of an earlier case. View Details
      Keywords: Business Growth and Maturation; Global Strategy; Growth and Development Strategy; Technology Industry; Retail Industry; Japan
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      McFarlan, F. Warren, Andrew P. McAfee, Thomas R. Eisenmann, and Masako Egawa. "Rakuten." Harvard Business School Case 305-050, October 2004. (Revised December 2005.)
      • 2004
      • Book

      Introduction to e-Commerce

      By: Jeffrey F. Rayport and Bernard J. Jaworski
      Keywords: Technology; Digital; Services; Strategy; Internet and the Web; Service Delivery; Marketing
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      Rayport, Jeffrey F., and Bernard J. Jaworski. Introduction to e-Commerce. 2nd ed. Boston, MA: McGraw-Hill/Irwin marketspaceU, 2004.
      • 2002
      • Book

      Introduction to e-Commerce

      By: Jeffrey F. Rayport and Bernard J. Jaworski
      Keywords: Marketing, Technology, Digital, Services, And Strategy; Strategy; Internet and the Web; Service Delivery; Marketing
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      Rayport, Jeffrey F., and Bernard J. Jaworski. Introduction to e-Commerce. Boston, MA: McGraw-Hill/Irwin marketspaceU, 2002.
      • 2001
      • Book

      Cases in e-Commerce

      By: Jeffrey F. Rayport and Bernard J. Jaworski
      Keywords: Technology; Digital; Services; Strategy; Internet and the Web; Service Delivery; Marketing
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      Rayport, Jeffrey F., and Bernard J. Jaworski. Cases in e-Commerce. Boston, MA: McGraw-Hill/Irwin marketspaceU, 2001.
      • 2001
      • Book

      e-Commerce

      By: Jeffrey F. Rayport and Bernard J. Jaworski
      Keywords: Marketing, Technology, Digital, Services, And Strategy; Strategy; Internet and the Web; Service Delivery; Marketing
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      Rayport, Jeffrey F., and Bernard J. Jaworski. e-Commerce. New York, NY: McGraw-Hill/Irwin, 2001.
      • 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
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      Applegate, Lynda M., Meredith Collura, and Luiz Felipe Monteiro. "Submarino.com (A)." Harvard Business School Case 801-350, May 2001. (Revised January 2010.)
      • February 2001 (Revised August 2001)
      • Case

      WholesalerDirect

      By: Alan D. MacCormack and Kerry Herman
      Describes the development of WholesalerDirect, a B2B electronic commerce venture in the plumbing, heating, cooling, and piping industry. Adam Berger, the CEO, is trying to raise funding to roll out the company's e-commerce platform to the industry's more than 3,000... View Details
      Keywords: Internet and the Web; Valuation; Business Plan; Financing and Loans; Financial Strategy
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      MacCormack, Alan D., and Kerry Herman. "WholesalerDirect." Harvard Business School Case 601-067, February 2001. (Revised August 2001.)
      • November 2000 (Revised December 2001)
      • Case

      Alibaba.com

      By: F. Warren McFarlan, Carin-Isabel Knoop and David Lane
      This case focuses on the strategic issues of an emerging dot-com in a rapidly emerging Internet nation-China. Alibaba, a bulletin board company based in Hangzhou, China, is trying to carve out a niche in the B-to-B e-commerce world. It also shows the speed and... View Details
      Keywords: Digital Marketing; Internet and the Web; Marketing; Strategy; Service Industry; Information Technology Industry; Hangzhou; Europe; United States
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      McFarlan, F. Warren, Carin-Isabel Knoop, and David Lane. "Alibaba.com." Harvard Business School Case 301-047, November 2000. (Revised December 2001.)
      • November 2000
      • Case

      Geocast Network Systems, Inc.

      By: Thomas R. Eisenmann, Christina L. Darwall and Elizabeth Kind
      Geocast, a venture-backed start-up, had developed innovative technology for "datacasting" broadband information and entertainment content to an external hard drive, where it was cached for later retrieval by a Web-enabled PC. By using terrestrial TV, direct broadcast... View Details
      Keywords: Business Model; Customer Value and Value Chain; Entrepreneurship; Venture Capital; Information Management; Technological Innovation; Marketing Channels; Corporate Strategy; Entertainment and Recreation Industry; Web Services Industry
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      Eisenmann, Thomas R., Christina L. Darwall, and Elizabeth Kind. "Geocast Network Systems, Inc." Harvard Business School Case 801-211, November 2000.
      • 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
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      Moon, Youngme E. "BizRate.com." Harvard Business School Case 501-024, October 2000. (Revised March 2001.)
      • September 2000
      • Case

      Jardines: Tapping the Asian E-Commerce Market

      By: F. Warren McFarlan, Melissa Dailey and Fred Young
      "We have made significant progress in reshaping the group in the current cycle of change," announced the homepage of Jardine Matheson & Co.'s web site. Percy Weatherall, newly appointed managing director of the company, knew all too well about change. In his previous... View Details
      Keywords: Corporate Entrepreneurship; Decisions; Information Technology; Corporate Strategy; Technology Adoption
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      McFarlan, F. Warren, Melissa Dailey, and Fred Young. "Jardines: Tapping the Asian E-Commerce Market." Harvard Business School Case 301-045, September 2000.
      • July 2000 (Revised November 2001)
      • Case

      Catalyst Medical Solutions

      By: Amy C. Edmondson, Richard M.J. Bohmer and Naomi Atkins
      Faced with a drop in the NASDAQ, four eHealth entrepreneurs must decide between two distribution strategies for their new company's technology. The team, comprised of three full-time resident physicians and an MBA, has developed software to enable electronic... View Details
      Keywords: Product Development; Health Care and Treatment; Distribution; Strategy; Venture Capital; Applications and Software; Partners and Partnerships; Borrowing and Debt; Information Technology Industry; Service Industry
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      Edmondson, Amy C., Richard M.J. Bohmer, and Naomi Atkins. "Catalyst Medical Solutions." Harvard Business School Case 601-014, July 2000. (Revised November 2001.)
      • April 2000 (Revised September 2001)
      • Case

      Peppers and Rogers Group, The

      By: John A. Deighton
      Can two successful authors build a scalable consulting practice based on their unique view of customer relationship management (CRM)? Should they emphasize strategy or execution? The case describes how Peppers and Rogers grew from two people earning speaker fees to a... View Details
      Keywords: Customer Relationship Management; Growth and Development; Information Publishing; Going Public; Strategy; Competition; Internet; Consulting Industry
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      Deighton, John A. "Peppers and Rogers Group, The." Harvard Business School Case 500-096, April 2000. (Revised September 2001.) (request a courtesy copy.)
      • February 2000 (Revised October 2000)
      • Case

      E-commerce at Williams-Sonoma

      By: Rosabeth M. Kanter and Daniel Galvin
      Describes Williams-Sonoma's development of a third channel of business on the Internet. Describes the strategies for managing changes in the organizational, operational, and technological structure of the company. The new e-commerce division confronts challenges posed... View Details
      Keywords: Change Management; Internet and the Web; Trade; Corporate Strategy; Organizational Change and Adaptation; Operations; Information Technology; Technological Innovation; Information Technology Industry; Retail Industry; California
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      Kanter, Rosabeth M., and Daniel Galvin. "E-commerce at Williams-Sonoma." Harvard Business School Case 300-086, February 2000. (Revised October 2000.)
      • 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
      Keywords: Entrepreneurship; Technological Innovation; Management; Growth and Development Strategy; Marketing Channels; Product Marketing; Product Development; Competitive Strategy; Corporate Strategy; Information Technology Industry; Web Services Industry
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      Cash, James I., Jr., Janis Lee Gogan, Michael Haselkorn, and Mani Subramani. "Open Market, Inc.: The E-Commerce Wars." Harvard Business School Case 800-255, February 2000. (Revised October 2000.)
      • December 1999
      • Case

      Sun Microsystems, Inc. (A): An Enterprise of Change

      By: Rosabeth M. Kanter and Jane Roessner
      In 1999, Sun Microsystems, Inc., was claiming a leadership position in the burgeoning world of e-commerce and networking computers. Its goal: "to dot-com the world." What was it about Sun's culture that made it so conducive to innovation and entrepreneurship? And how... View Details
      Keywords: Business Ventures; Leading Change; Innovation Leadership; Information Infrastructure; Corporate Entrepreneurship; Business Growth and Maturation; Growth and Development Strategy; Global Strategy; Experience and Expertise; Technology Industry; Computer Industry
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      Kanter, Rosabeth M., and Jane Roessner. "Sun Microsystems, Inc. (A): An Enterprise of Change." Harvard Business School Case 300-074, December 1999.
      • October 1999 (Revised March 2000)
      • Case

      HP Consumer Products Business Organization: Distributing Printers via the Internet

      By: Rajiv Lal, Kirthi Kalyanam, Shelby Mc Intyre and Edie Prescott
      In spring 1998, Pradeep Jotwani, vice president and general manager of the Consumer Products Business Organization of the Hewlett-Packard Co. (HP), was contemplating the increasing success of e-commerce and its implications for his division. The consumer products group... View Details
      Keywords: Decision Choices and Conditions; Marketing Channels; Business Processes; Problems and Challenges; Partners and Partnerships; Sales; Business Strategy; Information Technology; Consumer Products Industry
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      Lal, Rajiv, Kirthi Kalyanam, Shelby Mc Intyre, and Edie Prescott. "HP Consumer Products Business Organization: Distributing Printers via the Internet." Harvard Business School Case 500-021, October 1999. (Revised March 2000.)
      • Article

      Organizational Emplacement as a Response to Digital Threat: The Novel Resurgence of Independent Bookstores

      By: Ryan Raffaelli and Ryann Noe
      This study reveals how incumbent actors leverage physical place as source of differentiation in response to the threat of digital commoditization. Through a longitudinal, qualitative analysis of the U.S. independent bookselling industry from 1995 to 2019, we outline... View Details
      Keywords: Retail; Place Making; Bookstores; Industry Evolution; Digital; Commoditization; Organizational Change and Adaptation; Adaptation; Business Strategy; Digital Transformation; E-commerce; Distribution Channels; Civil Society or Community; Value Creation; Retail Industry
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      Raffaelli, Ryan, and Ryann Noe. "Organizational Emplacement as a Response to Digital Threat: The Novel Resurgence of Independent Bookstores." Administrative Science Quarterly (in press). (Pre-published online May 3, 2025.)
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