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March 2011 (Revised August 2012)
Case

Groupon

By: Sunil Gupta, Ray Weaver and Dharmishta Rood

On November 4, 2011, Groupon, a marketing services company that promoted local businesses by selling deeply discounted vouchers for their products and services, completed its initial public offering that valued the company at $17 billion. Within a year Groupon's share... View Details

Keywords: Budgets and Budgeting; Customers; Entrepreneurship; Growth and Development; Marketing Channels; Competitive Strategy; Value Creation

November 2012
Teaching Note

Groupon (TN)

By: Sunil Gupta, Ray Weaver and Yien Hao Lock

On November 4, 2011, Groupon, a marketing services company that promoted local businesses by selling deeply discounted vouchers for their products and services, completed its initial public offering that valued the company at $17 billion. Within a year Groupon's share... View Details

Keywords: Social Networking; Media; Technology; Strategy; Business Growth and Maturation; Marketing Strategy; Marketing; Internet and the Web; Social Media; Retail Industry; Service Industry; Technology Industry; North America; United States

November 2013
Case

Groupon for Local Businesses

By: Thales Teixeira and Leora Kornfeld

Local businesses' experiences with using Groupon to promote themselves ran the gamut of roaring success to absolute failure. Why is there such a large range in outcomes for firms that used daily deal sites such as Groupon? This case examines the effectiveness of online... View Details

Keywords: Online Business; Online Marketing; Digital Marketing; Marketing; Advertising Industry; North and Central America

March 2016
Article

To Groupon or Not to Groupon: The Profitability of Deep Discounts

By: Benjamin Edelman, Sonia Jaffe and Scott Duke Kominers

We examine the profitability and implications of online discount vouchers, a relatively new marketing tool that offers consumers large discounts when they prepay for participating firms' goods and services. Within a model of repeat experience good purchase, we examine... View Details

Keywords: Voucher Discounts; Groupon; Experience Goods; Repeat Purchase; Internet and the Web; Marketing Strategy; Marketing Communications

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2014
Working Paper

~To Groupon or Not to Groupon: The Profitability of Deep Discounts

By: Benjamin G. Edelman

We examine the profitability and implications of online discount vouchers, a relatively new marketing tool that offers consumers large discounts when they prepay for participating firms' goods and services. Within a model of repeat experience good purchase, we examine... View Details

Keywords: Voucher Discounts; Groupon; Experience Goods; Repeat Purchase; Online Advertising; Price; Profit; Marketing Strategy; Retail Industry

10 Jan 2011
Research & Ideas

Is Groupon Good for Retailers?

At first blush, the two-year-old online start-up Groupon seems a bit audacious. For starters, there's the news that the deal-of-the-day website turned down a $6 billion acquisition offer from Google last month. Then there's the company's... View Details

Keywords: by Carmen Nobel; Advertising; Technology

July 2013 (Revised January 2014)
Case

Experience! The Finger Lakes: The Groupon Partnership Decision

By: Lynda M. Applegate, Chekitan S. Dev, Gabriele Piccoli and Arnold B. Peinado

In 2010, Experience! The Finger Lakes (ExperienceFLX), a tour operator offering guided tours and concierge services in the Finger Lakes region of New York State, was at a crossroads. The business was poised for growth, and its owners, Laura and Alan Falk, were... View Details

Keywords: Marketing Strategy; Social Marketing; United States

March 2014
Supplement

Experience! The Finger Lakes: The Groupon Partnership Decision (B)

By: Lynda M. Applegate, Chekitan S. Dev, Gabriele Piccoli and Arnold B. Peinado

02 Aug 2011
Working Paper Summaries

To Groupon or Not to Groupon: The Profitability of Deep Discounts

Keywords: by Benjamin Edelman, Sonia Jaffe & Scott Duke Kominers; Retail; Technology

July 2021
Article

Information Transparency, Multihoming, and Platform Competition: A Natural Experiment in the Daily Deals Market

By: Hui Li and Feng Zhu

Platform competition is shaped by the likelihood of multi-homing (i.e., complementors or consumers adopt more than one platform). To take advantage of multi-homing, platform firms often attempt to motivate their rivals’ high-performing complementors to adopt their own... View Details

Keywords: Platform Competition; Multi-homing; Information Transparency; Daily Deals; Groupon; LivingSocial; Digital Platforms; Information; Competition

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May 2014
Case

Groupon, Inc.

By: Krishna G. Palepu, Blythe J. McGarvie and James Weber

Internet coupon site "Groupon" grew revenues rapidly and went public, but struggled to impress investors or operate profitably. Did it have a sustainable business model? Groupon sold coupons called Groupons which purchasers used to acquire goods or services at... View Details

Keywords: Accounting; Corporate Governance; Entrepreneurship; Financial Management; Financial Reporting; Financial Statements; Organizational Culture; Strategy; Web Services Industry; United States

December 2014
Case

Groupon: A New CEO Takes Charge

By: Lynda M. Applegate and Arnold B. Peinado

On August 7, 2013, Eric Lefkofsky, the chairman and largest shareholder of Groupon was named CEO, replacing founder Andrew Mason, who had run the company since its inception in 2009. When Groupon had its initial public offering (IPO) in November 2011, the company's... View Details

Keywords: Entrepreneurial Management; Disruptive Technologies; Growth Strategy; Customer Relations; Service Management; International Business; Business Models; Strategy Execution; Entrepreneurship; Growth and Development Strategy; Business Model; United States

2011
Other Teaching and Training Material

Immersion Experience Program Note: Brazil

By: Aldo Musacchio, Thales S. Teixeira, Stephanie Galloway, Cassie Bordeau and Felix Oberholzer-Gee

Companies visited: Allied Advanced Technologies, BrasilAgro, Clearsale, Dafiti.com.br, Globo, Groupon Brazil, Insper, JGP Investimentos, LIGHT, Maracana Stadium, Petrobras S.A., Vale S.A. View Details

Keywords: Brazil

December 2012
Background Note

Are Daily Deals Good for Merchants?

By: Sunil Gupta, Timothy Keiningham, Ray Weaver and Luke Williams

In the relatively short time since Groupon was founded, the response to "daily deals"—services that promote businesses by marketing deeply discounted, pre-paid vouchers to an online subscriber base—has by all accounts been spectacular. Our evaluation of daily deals is... View Details

Keywords: Marketing; Technology; Business Strategy; Digital; Marketing Strategy; Web Services Industry

February 2012 (Revised August 2013)
Case

What's the Deal with LivingSocial?

By: Michael I. Norton, Luc Wathieu, Betsy Page Sigman and Marco Bertini

Tim O'Shaughnessy, the 29-year-old CEO of LivingSocial, is growing a revolutionary worldwide business of "daily deals"—in which retailers offer a heavily-discounted product or service available for purchase for brief (often 24-hour) windows. The case explores the... View Details

Keywords: Marketing; Innovation and Invention; Advertising; Brands and Branding; Management; Web Services Industry

15 Aug 2011
Research & Ideas

A New Model for Business: The Museum

At first blush, the consumer appeal of a business like Groupon seems pretty obvious. The popular deal-of-the-day Internet start-up sells vouchers to restaurants, spas, and other local businesses at major markdowns--and who wouldn't want... View Details

Keywords: by Carmen Nobel

June 2011 (Revised June 2012)
Case

Sephora Direct: Investing in Social Media, Video, and Mobile

By: Elie Ofek and Alison Berkley Wagonfeld

Julie Bornstein, senior vice president of Sephora Direct, is seeking to double her budget for social media and other digital marketing initiatives for 2011. A number of digital efforts implemented in the past two years seem to be bearing fruit and there is a desire to... View Details

Keywords: History; Leadership; Marketing Strategy; Marketing; Emerging Markets; Investment Return; Investment Funds; Budgets and Budgeting

28 Jun 2011
First Look

First Look: June 28

Cardio-Metric itself. Purchase this case:http://cb.hbsp.harvard.edu/cb/product/411009-PDF-ENG Purchase this supplement (B):http://cb.hbsp.harvard.edu/cb/product/411054-PDF-ENG Groupon Sunil Gupta, Ray Weaver, and Dharmishta RoodHarvard... View Details

Keywords: Sean Silverthorne

September 2011
Module Note

Orientation to Leadership Intelligence Days, 2011

By: Joshua D. Margolis and Anthony J. Mayo

Julie Bornstein, senior vice president of Sephora Direct, is seeking to double her budget for social media and other digital marketing initiatives for 2011. A number of digital efforts implemented in the past two years seem to be bearing fruit and there is a desire to... View Details

Keywords: Budgets and Budgeting; Borrowing and Debt; Investment Return; Resource Allocation; Marketing Communications; Marketing Strategy; Consumer Behavior; Online Technology; Beauty and Cosmetics Industry

19 Mar 2013
First Look

First Look: March 19

Are Daily Deals Good for Merchants? Gupta, Sunil, Ray Weaver, Timothy Keiningham, and Luke WilliamsHarvard Business School Case 513-059 In the relatively short time since Groupon was founded, the response to "daily... View Details

Keywords: Sean Silverthorne

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