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  • February 2000 (Revised April 2001)
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  • HBS Case Collection

CNET 2000

By: Thomas R. Eisenmann and Pauline M Fischer
  • Format:Print
  • | Pages:19
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Abstract

CNET's managers explain the strategic analysis that led to their decision to increase their annual marketing budget from $1 million to $100 million. CNET is an online information intermediary that helps consumers make purchase decisions about PC hardware and software, and then directs sales leads to online retailers.

Keywords

Entrepreneurship; Corporate Strategy; Budgets and Budgeting; Financial Strategy; Decisions; Growth and Development; Customer Focus and Relationships; Business Divisions; Marketing Strategy; Distribution Channels; Consumer Behavior; Online Technology; Information Technology Industry

Citation

Eisenmann, Thomas R., and Pauline M Fischer. "CNET 2000." Harvard Business School Case 800-284, February 2000. (Revised April 2001.)

About The Author

Thomas R. Eisenmann

Entrepreneurial Management
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