Case | HBS Case Collection | September 2009 (Revised August 2010)

eBay Partner Network (A)

by Benjamin Edelman and Ian Larkin

Abstract

eBay considers adjustments to the structure and rules of its affiliate marketing program, eBay Partner Network (ePN). In particular, eBay reevaluates affiliate compensation structure, the role of bonuses for especially productive affiliates, and the overall rationale for outsourcing online marketing efforts to independent affiliates. The case presents the history and development of ePN, ePN's importance to eBay, and the mechanics of online affiliate marketing.

Keywords: Compensation and Benefits; Marketing Strategy; Partners and Partnerships; Motivation and Incentives; Online Technology; Service Industry;

Citation:

Edelman, Benjamin, and Ian Larkin. "eBay Partner Network (A)." Harvard Business School Case 910-008, September 2009. (Revised August 2010.) (request a courtesy copy.)