| HBS Case Collection
(Revised August 2000)
AllHerb.com: Evolution of an E-tailer
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.
Business or Company Management;
Goals and Objectives;
Medical Devices and Supplies Industry;
Web Services Industry;