Case | HBS Case Collection | August 2014 (Revised October 2014)

Optimization and Expansion at OpenTable

by Benjamin Edelman and Karen Webster

Abstract

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;

Citation:

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