Case | HBS Case Collection | February 2006 (Revised January 2007)

MercadoLibre.com

by Francisco de Asis Martinez-Jerez, Joshua Bellin and James Robert Dillon

Abstract

MercadoLibre.com, eBay's Latin-American partner, needed to decide how far it was going to follow eBay's practice of offering "free listing days" and discounted special-feature days. Was this type of promotion prudent, given MercadoLibre.com's customer base, revenue expectations, and position in the Latin American market?

Keywords: Online Technology; Auctions; Service Industry; Latin America;

Citation:

Martinez-Jerez, Francisco de Asis, Joshua Bellin, and James Robert Dillon. "MercadoLibre.com." Harvard Business School Case 106-057, February 2006. (Revised January 2007.)