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Building an e-Commerce Brand at Wayfair
Teixeira, Thales S.; Watkins, Elizabeth AnneCaso 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 ...Desde 8,20 €
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E Ink: Financing Growth (Spanish Version)
Sahlman, William A.; Lieb, Matthew C.Caso HBS-804S04Iniciativa emprendedoraUn conjunto de decisiones financieras y estratégicas afrontar la gestión de una empresa que trata de desarrollar una tecnología para la creación de "tinta electrónica". Si tiene éxito, la empresa será capaz de crear "papel de la radio", convirtiendo esencialmente un pedazo de papel en un monitor de ordenador que tiene todas las características del papel, pero se controla digitalmente.Desde 8,20 €
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Going Public (Spanish version)
Sahlman, William A.; Katz, Laurence E.Caso HBS-816S03Iniciativa emprendedoraAmazon.com, an early pioneer in electronic commerce, prepares its initial public offering in the face of turbulent market conditions. Joy Covey, Amazon.com's CFO and the case protagonist, discusses the risks and opportunities of going public and the nature of electronic commerce business models in comparison to traditional land-based retail models. This case presents an opportunity to discuss the public offering process and the inter-relationship...Desde 8,20 €
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Who Owns the Whale (Abridged)
Teixeira, Thales S.; Bell, David E.Caso 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.Desde 8,20 €
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Who Owns the Whale
Teixeira, Thales S.; Bell, David E.Caso 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.Desde 8,20 €
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Harris Seafoods, Inc. (Spanish version)
Fruhan, William E.; Sahlman, William A.Caso HBS-205S07FinanzasPresents data relevant to a major capital expenditure--the construction of a shrimp plant. Designed to test student's ability to identify relevant cash flows, to estimate the cost of capital, and to decide whether or not to invest.Desde 8,20 €
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Digital Transformation at Brazilian Retailer Magazine Luiza
Teixeira, Thales S.; Guissoni, Leandro; Veludo-de-Oliveira, Tania ModestoCaso 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...Desde 8,20 €
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Amazon.com--2002 (Spanish version)
Leschly, Stig; Roberts, Michael J.; Sahlman, William A.; Thedinga, ToddCaso HBS-805S17Iniciativa emprendedoraDescribe la evolución de Amazon.com y su modelo de negocio desde su fundación. En concreto, se analiza la transformación del Amazonas desde un e-Tailer a una plataforma de comercio y su iniciativa de mercado, que ha llevado a esto. También describe los aspectos económicos de diferentes modelos de comercio que Amazon emplea y discute una decisión confrontar Jeff Bezos con respecto a cómo la empresa debe participar en el segmento de ropa.Desde 8,20 €
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Sell Direct-to-Consumer or Through Amazon? (HBR Case Study and Commentary)
Teixeira, Thales S.Artículo HBS-R1902M-EDirección estratégicaFor 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...Desde 8,20 €
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Foro Energy (B)
Lassiter, Joseph B.; Sahlman, William A.; McQuade, JamesCaso HBS-812163-EIniciativa emprendedoraForo Energy developed proprietary and patent-pending fiber-laser technologies that could disrupt existing processes and services for the exploration and production of oil and natural gas. These breakthrough laser technologies were protected by a strong intellectual property (IP) portfolio, which provided Foro with the flexibility to pursue a number of different business models. The market potential for oilfield applications was large, as global s...Desde 5,74 €