CNET 2000

Thomas R. Eisenmann; Pauline M Fischer

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

CNET 2000

by Thomas R. Eisenmann and Pauline M Fischer

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;