Publications
Publications
  • January 2000 (Revised April 2000)
  • Case
  • HBS Case Collection

AsiaMail.com: What's in a Name?

By: Myra M. Hart and Sharon Peyus
  • Format:Print
  • | Pages:32
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Abstract

Three founders of an international Internet company (e-mail-based marketing) struggle with naming the company. As they prepare to invest more than $10 million of first-round venture funding in advertising and marketing, they search for a name that will have power and breadth, but will be simple and functional in many different Asian countries.

Keywords

Business Startups; Venture Capital; Brands and Branding; Internet and the Web; Entrepreneurship; Advertising; Marketing; Information Technology Industry; Service Industry; Asia

Citation

Hart, Myra M., and Sharon Peyus. "AsiaMail.com: What's in a Name?" Harvard Business School Case 800-132, January 2000. (Revised April 2000.)

About The Author

Myra M. Hart

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