Case | HBS Case Collection | December 1999

by Thomas R. Eisenmann, Charmaine C Ess and Ann A. O'Hara

Abstract, an online retailer of premium gifts of wine by the bottle, faced decisions about its growth strategy in mid-1999. Mike Lannon, president and founder, had established his company as a prominent player in an increasingly crowded field. But with success came a difficult choice: How should spend the venture capital money it subsequently had attracted? Should the company consolidate its niche position in wine gift giving? Or should it aggressively expand into new gift-giving categories under the "" name?

Keywords: Decision Choices and Conditions; Venture Capital; Financial Strategy; Problems and Challenges; Luxury; Diversification; Internet; Web Services Industry;


Eisenmann, Thomas R., Charmaine C Ess, and Ann A. O'Hara. "" Harvard Business School Case 800-211, December 1999.