Case | HBS Case Collection | July 2000 (Revised August 2000)

AllHerb.com: Evolution of an E-tailer

by Teresa M. Amabile and Christina L. Darwall

Abstract

Serial entrepreneur Ken Hakuta, in the second year of his latest venture, reconsiders his original strategy of maintaining an independent, self-funded, self-led company. His Internet herbal remedy company, AllHerb.com, has already enjoyed considerable success with its unorthodox approach to funding, marketing, customer service, fulfillment, and internal organization. However, with the changing e-tailing climate and the many challenges of guiding an Internet company to success, Hakuta reexamines his options for the future.

Keywords: Entrepreneurship; Corporate Entrepreneurship; Technological Innovation; Business or Company Management; Goals and Objectives; Strategic Planning; Strategy; Competitive Strategy; Medical Devices and Supplies Industry; Web Services Industry;

Citation:

Amabile, Teresa M., and Christina L. Darwall. "AllHerb.com: Evolution of an E-tailer." Harvard Business School Case 801-099, July 2000. (Revised August 2000.)