Case | HBS Case Collection | September 2000 (Revised July 2001)

by Michael J. Roberts, Rajiv Lal and Walter J. Salmon


Describes the challenges facing the online site associated with Canada's largest bricks-and-mortar bookseller. Presents a variety of lenses for examining the economic model of the online versus traditional book-selling business, and asks students to identify the marketing levers that can drive the business model.

Keywords: Marketing Strategy; Online Technology; Business Model; Entrepreneurship; Product Marketing; Business Strategy; Technological Innovation; Canada;


Roberts, Michael J., Rajiv Lal, and Walter J. Salmon. "" Harvard Business School Case 801-158, September 2000. (Revised July 2001.)