Background Note | HBS Case Collection | June 2013

Mobilizing an Online Business

by Peter Coles and Benjamin Edelman


Entrepreneurs starting online businesses often need to mobilize multiple sets of users or customers, each of whom hesitates to participate unless others join also. This case presents several challenges with similar structure.

Keywords: mobilization strategy; Network Effects; platforms; internet; entrepreneurship; strategy; Two-Sided Platforms; Technology Adoption; Innovation Strategy; Information Technology Industry; Telecommunications Industry; Computer Industry;


Coles, Peter, and Benjamin Edelman. "Mobilizing an Online Business." Harvard Business School Background Note 913-061, June 2013. (request a courtesy copy.)