Publications
Publications
  • October 1997 (Revised July 1999)
  • Case
  • HBS Case Collection

Best Buy

By: V. Kasturi Rangan and Balaji Chakravarthy
  • Format:Print
  • | Pages:30
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Abstract

Documents the evolution of Best Buy, an electronics retailer, from its founding in 1966 to its very successful "Concept 2" strategy in 1996, boosting its sales ($7.2 billion) past industry #1 Circuit City. Its CEO Richard Schulze offers a new vision (Concept 3) to address the company's changed competitive and consumer environment. Reduced profitability in 1996, however, calls for creative adaptation of Concept 3.

Keywords

History; Business Model; Competitive Strategy; Adaptation; Customer Focus and Relationships; Customization and Personalization; Retail Industry

Citation

Rangan, V. Kasturi, and Balaji Chakravarthy. "Best Buy." Harvard Business School Case 598-016, October 1997. (Revised July 1999.)

About The Author

V. Kasturi Rangan

Marketing
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