Case | HBS Case Collection | November 2013

Groupon for Local Businesses

by Thales Teixeira and Leora Kornfeld

Abstract

Local businesses' experiences with using Groupon to promote themselves ran the gamut of roaring success to absolute failure. Why is there such a large range in outcomes for firms that used daily deal sites such as Groupon? This case examines the effectiveness of online daily deal sites from the point of view of local businesses.

Keywords: online business; online marketing; digital marketing; Marketing; Advertising Industry; North and Central America;

Citation:

Teixeira, Thales, and Leora Kornfeld. "Groupon for Local Businesses." Harvard Business School Case 514-047, November 2013.