Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • February 2000 (Revised April 2001)
  • Case
  • HBS Case Collection

CNET 2000

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

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.)
  • Find it at Harvard

About The Author

Thomas R. Eisenmann

Entrepreneurial Management
→More Publications

More from the Authors

    • January 2023
    • Faculty Research

    Proday: Calling the Right Play

    By: Lindsay N. Hyde, Thomas R. Eisenmann and Tom Quinn
    • February 2022
    • Faculty Research

    Launching the Social

    By: Tom Eisenmann, Lindsay N. Hyde and Tom Quinn
    • February 2022 (Revised October 2022)
    • Faculty Research

    Ample Hills Creamery

    By: Tom Eisenmann, Lindsay N. Hyde and Tom Quinn
More from the Authors
  • Proday: Calling the Right Play By: Lindsay N. Hyde, Thomas R. Eisenmann and Tom Quinn
  • Launching the Social By: Tom Eisenmann, Lindsay N. Hyde and Tom Quinn
  • Ample Hills Creamery By: Tom Eisenmann, Lindsay N. Hyde and Tom Quinn
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College