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Building an e-Commerce Brand at Wayfair
Teixeira, Thales S.; Watkins, Elizabeth AnneCase HBS-516028-EMarketingWayfair, Inc. was made up of five home goods, furniture, and d cor e-commerce brands. Wayfair.com, the main brand, which was responsible for the majority of sales, targeted the mass middle home goods market. AllModern, DwellStudio, Joss & Main, and Birch Lane were niche sites focused on more specialized curated design esthetics. Determining the 2014 advertising budget for Wayfair.com is the big question in the case. Two ad budget decisions need ...Starting at €8.20
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Who Owns the Whale (Abridged)
Teixeira, Thales S.; Bell, David E.Case HBS-515108-EMarketingJudge William Wright considers the case of the dispute of a whale carcass wherein several whaling ships claim ownership based on each one's contribution to its killing. The judge must weigh in the differing efforts and costs of three ships who each played a role at different stages of the hunting process, as well as the prevalent norms-of-ownership at the time.Starting at €8.20
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Who Owns the Whale
Teixeira, Thales S.; Bell, David E.Case HBS-515107-EMarketingJudge William Wright considers the case of the dispute of a whale carcass wherein several whaling ships claim ownership based on each one's contribution to its killing. The judge must weigh in the differing efforts and costs of three ships who each played a role at different stages of the hunting process, as well as the prevalent norms-of-ownership at the time.Starting at €8.20
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Fitbit
Herzlinger, Regina E.; Snively, Christine; Mehta, SarahCase HBS-317007-EKnowledge and CommunicationIn 2019, Fitbit lost its leadership in the wearable sensor market to Apple and to cheaper alternatives. Why did it lose its market position? How will the proposed acquisition affect it and Google?Starting at €8.20
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Digital Transformation at Brazilian Retailer Magazine Luiza
Teixeira, Thales S.; Guissoni, Leandro; Veludo-de-Oliveira, Tania ModestoCase HBS-519009-EMarketingBy late 2017, Brazilian retailer Magazine Luiza's CEO was convinced that the company could significantly grow sales and accomplish its aspirations of digital transformation. What was unclear in his mind was whether he should act as a tech company and grow as fast as possible (e.g., high double digits) or be more conservative and grow sales at a financially healthy rate, like traditional retailers did (e.g., single digits). The primary way e-retai...Starting at €8.20
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JUUL and the Vaping Revolution
Toffel, Michael W.; Masko, John; Mehta, SarahCase HBS-619006-EBusiness Ethics and Corporate Social ResponsibilityIn the summer of 2018, San Francisco-based electronic cigarette (e-cigarette) maker JUUL Labs, was experiencing exponential growth. Sales of its JUUL e-cigarette had increased by 783% over the preceding year, projected revenues for 2018 topped $940 million, and the company had captured over 72% of the U.S. e-cigarette market. The company's success had thrust it into the spotlight, and JUUL Labs found itself at the center of considerable controver...Starting at €8.20
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Sell Direct-to-Consumer or Through Amazon? (HBR Case Study and Commentary)
Teixeira, Thales S.Article HBS-R1902M-EStrategyFor a company that's trying to reach more customers, selling on Amazon might seem to be a no-brainer. But there are plenty of risks: A firm might get dragged into a price war with low-cost competitors, and Amazon, not the firm, will own the data on customers--and could use it to create its own competing products. In this fictional case study, the head of marketing at a young e-bike maker thinks through the pros and cons of selling on Amazon and o...Starting at €8.20
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Sell Direct-to-Consumer or Through Amazon (Commentary for HBR Case Study)
Teixeira, Thales S.Article HBS-R1902Z-EStrategyFor a company that's trying to reach more customers, selling on Amazon might seem to be a no-brainer. But there are plenty of risks: A firm might get dragged into a price war with low-cost competitors, and Amazon, not the firm, will own the data on customers--and could use it to create its own competing products. In this fictional case study, the head of marketing at a young e-bike maker thinks through the pros and cons of selling on Amazon and o...Starting at €8.20
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Sell Direct-to-Consumer or Through Amazon (HBR Case Study)
Teixeira, Thales S.Article HBS-R1902X-EStrategyFor a company that's trying to reach more customers, selling on Amazon might seem to be a no-brainer. But there are plenty of risks: A firm might get dragged into a price war with low-cost competitors, and Amazon, not the firm, will own the data on customers--and could use it to create its own competing products. In this fictional case study, the head of marketing at a young e-bike maker thinks through the pros and cons of selling on Amazon and o...Starting at €8.20
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Where to Grow Next at Online Marketplace OLX
Teixeira, Thales S.; Guissoni, Leandro; Dana, SamyCase HBS-519064-EMarketingThe CEO of OLX Brazil, an online classifieds platform business, is debating among multiple paths to grow sustainably (i.e., profitably) without the need for investor money. The options under consideration are: (1) penetration growth by focusing on the core, (2) new markets growth by entering adjacencies, or (3) new products growth by developing new services. Each of these options caries a series of benefits and risks. How should OLX's CEO compare...Starting at €8.20