Case | HBS Case Collection | July 2000 (Revised August 2000) Evolution of an E-tailer

by Teresa M. Amabile and Christina L. Darwall


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,, 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;


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