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Amazon Shopper Panel: Paying Customers for Their Data
Ascarza, Eva; Israeli, AyeletCase HBS-521058-EMarketingThis case introduces a new Amazon program that has consumers upload their receipts from transactions outside of Amazon, in exchange for money. Through the discussion, the case aims to explore issues in customers' privacy in the digital age, the value of customers' own data, and the change in regulations aimed to protect consumers that move companies from using third party data to first party data. In addition, the case offers an opportunity to di...Starting at €8.20
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Amazon, Google, and Apple: Smart Speakers and the Battle for the Connected Home
Lal, Rajiv; Johnson, ScottCase HBS-518035-EMarketingAmazon, Google, and Apple all offer their own smart speaker. The devices represent the each firm's entry point into the connected home market. All three companies come into the space with their own strenghs and weaknesses. Who will win?Starting at €8.20
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The Entrepreneur's Dilemma: Alibaba, Tencent and Amazon as e-Commerce Platforms
Ning Su; Yulin Fang; Haibin Yang; Yukun Yang; Xin QiuCase IVEY-9B15E015-EEntrepreneurship, Information Technologies, StrategyA nascent women’s apparel online store on Tmall, China's largest business-to-consumer retail platform operated by Alibaba Group, was just beginning to establish itself on the online market utilizing the tools and services provided by Tmall to develop and operate its business. Within four months after the business was launched, Tmall unexpectedly released a new policy which significantly increased the annual service fee and cash deposit for indivi...Starting at €8.20
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Amazon.com, Inc: The AI Transformation
Samila, Sampsa; Sastre Boquet, IsaacCase SM-1724-EInformation Technologies, Innovation and Change, Leadership and People Management, StrategyThis case describes the development and application of AI at Amazon. This case has been used to discuss in class the wide range of AI applications at Amazon, the competitive effects of those AI applications, the process to develop those AI applications, and the current state of Amazon organization.Starting at €8.20
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Audio Advice: From Retail to E-Tail
Michael A. StankoCase IVEY-9B17A036-EEntrepreneurship, MarketingAudio Advice was a brick-and-mortar audio specialty retailer with two stores in North Carolina. Traditionally, audiophile components were only sold through specialty stores. However, this practice was shifting, with a growing portion of sales occurring online. Audio Advice wanted to capture a portion of this growing channel, so started online as an Amazon Marketplace seller. Though this channel resulted in quick revenue growth without a great dea...Starting at €8.20
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Amazon.com: Supply Chain Management
P. Fraser Johnson; Ken MarkCase IVEY-9B18D017-EEntrepreneurship, Information Technologies, Marketing, Service and Operations ManagementBy early 2018, Seattle-based Amazon.com Inc. (Amazon), one of the world’s most valuable companies and the largest online retailer in the world, had grown dramatically since its beginnings in 1994. The company that had started as an online bookseller now sStarting at €8.20
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Netflix: from DVD-by-mail to streaming
Lago, Alejandro; Moscoso, Philip; Sastre Boquet, IsaacExercise PE-84-EInformation Technologies, Innovation and Change, Service and Operations ManagementSince its foundation in 1997 Netflix has been a major success story. For the year 2020 the company expected to achieve revenues of around 25 billion dollars and 200 million customers in 190 countries. This exercise provides information on how Netflix's business models has developed over the years. The objective is to analyze the digital transformation of the streaming model and its sustainability going forward, as it faces competitors like Disney...Starting at €8.20
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Cinépolis S.A. de C.V. and KLIC: Rising to the Streaming Challenge
Francisco Gil-WhiteCase IVEY-9B19A010-EMarketing, StrategyCinépolis S.A. de C.V. (Cinépolis), an innovative private Mexican firm—and one of the largest movie theatre companies in the world—had developed an over-the-top (OTT) streaming product, KLIC, and launched it in Mexico. But by late 2017, the Mexican OTT market had become competitive and crowded, with Netflix, Claro Video, Blim, Amazon Prime Video, iTunes, and others in the space. KLIC initially faced challenges with finding a proper niche and had ...Starting at €8.20
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Sizmek Chapter 11: Surviving Walled Gardens in Their Ad Tech Empire
Israeli, Ayelet; Tauro, Danilo; Gulick, SarahCase HBS-520087-EMarketingThis case provides a post-mortem of the advertising technology (adtech) company Sizmek. Sizmek grew via multiple acquisitions, with the vision of becoming an integrated adtech company that could leverage AI to buy digital media, while creating and serving display and video content. At its peak, one of its acquisitions had an IPO valuation of almost 1 billion dollars. However, Sizmek struggled with an integration that was taking longer than expect...Starting at €8.20
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The Alibaba Group and Online to Offline (O2O) Sales
Neil Bendle; Xin (Shane) Wang; Xiaoqian (Vivian) ChenCase IVEY-9B15A035-EMarketing, StrategyIn the fall of 2014, the Alibaba Group, an e-commerce company that operates domestic and international marketplaces and provides Internet-based services from its headquarters in Hangzhou, China, startled the world with its record-breaking initial public offering on the New York Stock Exchange. The company’s business plan differs from other major Internet companies such as Amazon and eBay by its strategies that are tailored to the particular circu...Starting at €8.20