Supplement | HBS Case Collection | April 2012 (Revised October 2013)

eBay, Inc. and (B)

by Ramon Casadesus-Masanell and Anant Thaker


A decade after BusinessWeek declared the competitive battle between eBay, Inc., and "a defining moment for e-commerce," Amazon established itself as the leader. eBay must decide what strategy to use in order to regain the upper hand: maintain its current platform business model or make a radical change by transforming itself into a services provider.


Casadesus-Masanell, Ramon, and Anant Thaker. "eBay, Inc. and (B)." Harvard Business School Supplement 712-406, April 2012. (Revised October 2013.)