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April 2005
Case

Handleman Company

By: Janice H. Hammond and Kevin Dolan

Describes the organization and operations of the Handleman Co., an intermediary in the music industry that buys recorded music and resells it to mass retailers such as Wal-Mart. The company provides distribution, inventory management, retail merchandising, and category... View Details

Keywords: Business Organization; Music Entertainment; Cost Management; Growth and Development; Business or Company Management; Distribution Channels; Problems and Challenges; Risk and Uncertainty; Online Technology; Value Creation; Music Industry

March 2020
Case

Thingtesting: Launching a Brand Discovery and Testing Digital Community

By: Ayelet Israeli and Jill Avery

Thingtesting, a brand discovery and testing digital community devoted to uncovering and exploring direct-to-consumer brands, had just received seed funding and was contemplating a second year of growth. The new year brought many challenges, as founder Jenny Gyllander... View Details

January 2022
Case

Bee-ing Better at Bombas

By: Elizabeth A. Keenan, Youngme Moon and John Masko

David Heath and Randy Goldberg founded Bombas in 2013 to serve two missions: to deliver the “best socks in the history of feet,” and to donate socks (the most requested item in homeless shelters) to Americans experiencing homelessness. Eight years later, Bombas had... View Details

Keywords: Social Entrepreneurship; Values and Beliefs; Brands and Branding; Marketing Strategy; Digital Marketing; Distribution; Corporate Social Responsibility and Impact; Mission and Purpose; Quality; Business and Stakeholder Relations; Human Needs; Poverty; Growth and Development Strategy; Apparel and Accessories Industry; New York (city, NY)

2007
Working Paper

A Taste For Obscurity: An Individual-Level Examination of 'Long Tail' Consumption

By: Anita Elberse

Because online retailers are often able to provide products in a more cost-efficient manner than bricks-and-mortar stores, online channels are characterized by a vast assortment of products. Proponents of the "long tail" principle recently argued that the demand for... View Details

Keywords: Decision Choices and Conditions; Consumer Behavior; Distribution Channels; Product; Renting or Rental; Online Technology; Motion Pictures and Video Industry; Music Industry; Retail Industry

February 2012 (Revised October 2013)
Case

OpenIDEO

By: Karim R. Lakhani, Anne-Laure Fayard, Natalia Levina and Stephanie Healy Pokrywa

The case describes OpenIDEO, an online offshoot of IDEO, one of the world's leading product design firms. OpenIDEO leverages IDEO's innovative design process and an online community to create solutions for social issues. Emphasis is placed on comparing the IDEO and... View Details

Keywords: Social Issues; Product Design; Social and Collaborative Networks; Collaborative Innovation and Invention; Ghana; New Zealand

18 Oct 2018
Research & Ideas

How to Use Free Shipping as a Competitive Weapon

ablokhin Free shipping is an increasingly important tool in the online retailer's marketing arsenal, but few sellers understand the intricacies of the strategy and are leaving significant profits on the table, new research suggests.... View Details

Keywords: by Kristen Senz; Retail

17 Mar 2015
Research & Ideas

Where Did My Shopping Mall Go?

are that retailers will reduce store count and also reduce the size of those locations as online commerce begins to satisfy more and more demand. What is to become of all this retail space? How do consumers go and "kick the tires" of... View Details

Keywords: by Sean Silverthorne; Retail

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

Keywords: Entrepreneurship; Corporate Strategy; Budgets and Budgeting; Financial Strategy; Decisions; Growth and Development; Customer Focus and Relationships; Business Divisions; Marketing Strategy; Distribution Channels; Consumer Behavior; Online Technology; Information Technology Industry

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August 2003 (Revised September 2003)
Case

Tower Software

Tower Software (TS) is a publicly traded corporation engaged in multiple facets of the computer software business. Its flagship product, TS SERVE, is a successful proprietary network operating system. TS also develops and sells applications software for word... View Details

Keywords: Applications and Software; Product Launch; Web Services Industry; Information Technology Industry

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April 2017 (Revised October 2017)
Case

Wal-Mart Update, 2017

By: David B. Yoffie and Eric Baldwin

In 2017 Wal-Mart was still the world’s largest company, with over $480 billion in annual revenue and operations in 28 countries. Although it had mostly vanquished its rival discount retailers in the U.S., it was struggling to find the right growth strategy. Facing a... View Details

Keywords: E-Commerce Strategy; Strategy; Competitive Strategy; Business Growth and Maturation; Growth and Development Strategy; Global Range; Business Strategy; Corporate Strategy; E-commerce; Retail Industry

24 Feb 2014
Research & Ideas

Uncovering Racial Discrimination in the ‘Sharing Economy’

firms that operate online marketplaces. "Online marketplaces are a great innovation with extraordinary potential, but they also present important challenges, as explored in this paper. We hope companies will... View Details

Keywords: by Carmen Nobel; Construction; Real Estate; Advertising

Article

Repositioning and Cost-Cutting: The Impact of Competition on Platform Strategies

By: Robert Seamans and Feng Zhu

Organizational structures are increasingly complex. In particular, more firms today operate as multi-sided platforms. In this paper, we study how platform firms use repositioning and cost-cutting in response to competition, elucidate external and internal factors that... View Details

Keywords: Platform Strategy; Repositioning; Cost-cutting; Intra-firm Learning; Multi-Sided Platforms; Cost Management; Product Positioning; Organizational Structure; Competitive Strategy; Knowledge Acquisition; Journalism and News Industry

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Research Summary

Managing in an Information Age

By: Lynda M. Applegate

Lynda M. Applegate's research focuses on the influence of information technology on markets and organizations. Her findings on the evolution of electronic commerce and on the role of information technology as an enabler of flexible and adaptive ... View Details

October 2022 (Revised November 2023)
Case

Framebridge (A): Reimagining Custom Framing

By: Rembrand Koning and Alicia Dadlani

In December 2018, Susan Tynan, founder and CEO of Framebridge, a four-year-old venture-backed startup that sold online custom framing, formulated plans for the future. Her vision was to revolutionize the $4 billion industry by making custom framing easy, transparent,... View Details

Keywords: Business Startups; Business Strategy; Entrepreneurship; Operations; Consumer Products Industry; United States; District of Columbia; Kentucky

October 2017 (Revised October 2022)
Case

Jumia Nigeria: from Retail to Marketplace (A)

By: Ramon Casadesus-Masanell and Namrata Arora

Founded in 2012, Jumia Nigeria, a startup effort by Germany-based Rocket Internet, aimed to become an African Amazon. The company entered the nascent market and immediately enjoyed an uptick in consumer spending fueled by the strength of Nigeria’s oil-based economy. By... View Details

Keywords: Retail; Marketplace; Inventory; Ecommerce; Funding; Business Ecosystem; Business Ecosystems; Competition; Business Model; Globalization; Emerging Markets; Expansion; Logistics; Competitive Strategy; E-commerce; Retail Industry; India; Nigeria; Africa

February 2011
Case

oDesk: Changing How the World Works

By: Boris Groysberg, David A. Thomas and Jennifer M. Tydlaska

It is 2010, and Gary Swart, CEO of oDesk, is contemplating the next steps for his organization. Founded in 2004 in California, oDesk operates an online marketplace which matches Employers with Contractors. oDesk provides fact-based information on Contractors, including... View Details

Keywords: Recruitment; Leadership; Growth and Development Strategy; Digital Platforms; Marketplace Matching; Corporate Strategy; Internet and the Web; Consulting Industry

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

Keywords: Marketing Strategy; Distribution Channels; Competition; Competitive Strategy; Value Creation

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November 2018 (Revised June 2019)
Case

Michael Rubin and Fanatics (A)

By: Robert F. Higgins and John Masko

In 2016, Michael Rubin’s Fanatics was the U.S.’ largest sports e-commerce company and operator of the official online store for all the major American sports leagues. That year, Fanatics began to dabble in manufacturing licensed sports merchandise, securing limited... View Details

Keywords: Fanatics; Licensed Merchandise; E-commerce; Entrepreneurship; Strategy; Organizational Change and Adaptation; Sports; Apparel and Accessories Industry; Retail Industry; Manufacturing Industry; United States

March 2002 (Revised May 2003)
Case

NeoPets, Inc.

By: Thomas R. Eisenmann and Elizabeth Kind

NeoPets, a rapidly growing Internet start-up, faces decisions about its international expansion strategy--whether to enter a joint venture with a conglomerate in Singapore to exploit Asian markets as well as which other regions to target. NeoPets allows its... View Details

Keywords: Expansion; Global Strategy; Network Effects; Joint Ventures; Business Conglomerates; Age; Internet and the Web; Product Positioning; Digital Marketing; Internet and the Web; Corporate Entrepreneurship; Information Technology Industry; Asia; Singapore

25 Jul 2011
Research & Ideas

How Disruptive Innovation is Remaking the University

competition, but because they are are cheaper and easier to use. In The Innovative University, Christensen and Henry J. Eyring take the idea of disruptive innovation to the field of higher education, where new online institutions and... View Details

Keywords: by Clayton M. Christensen & Henry J. Eyring; Education

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