| HBS Case Collection
(Revised from original 1999 version)
HP Consumer Products Business Organization: Distributing Printers via the Internet
In spring 1998, Pradeep Jotwani, vice president and general manager of the Consumer Products Business Organization of the Hewlett-Packard Co. (HP), was contemplating the increasing success of e-commerce and its implications for his division. The consumer products group had started selling refurbished printers through an Internet outlet center in December 1997, but Jotwani was now considering a move to sell new printers directly to consumers via this new channel. If he were to make such a move, he wondered which products to sell online at what prices, and how to communicate this strategy to the channel partners without damaging the existing distribution structure.
Keywords: Decision Choices and Conditions;
Problems and Challenges;
Partners and Partnerships;
Consumer Products Industry;