Case | HBS Case Collection | August 2014 (Revised March 2015)

Optimization and Expansion at OpenTable

by Benjamin Edelman and Karen Webster


OpenTable considers adjustments to increase its benefits to merchants, including a novel payments service that lets customers skip the multi-step process of using a credit card.

Keywords: payments; pricing; mobile; rollout; incrementality; Innovation Strategy; Credit Cards; Accommodations Industry; Information Technology Industry; United States;


Edelman, Benjamin, and Karen Webster. "Optimization and Expansion at OpenTable." Harvard Business School Case 915-003, August 2014. (Revised March 2015.) (request courtesy copy.)