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• Case | HBS Case Collection | June 2018

  American Airlines' Value Pricing (Abridged)

  Alvin J. Silk and Sunil Gupta

  Keywords: Consumer marketing; Market segmentation; pricing; Pricing strategy; competition; demand analysis;

  Citation:

  Silk, Alvin J., and Sunil Gupta. "American Airlines' Value Pricing (Abridged)." Harvard Business School Case 519-019, June 2018.  View Details

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• Case | HBS Case Collection | November 2015 (Revised April 2018)

  Flipkart (A): Transitioning to a Marketplace Model

  Das Narayandas, Sunil Gupta and Rachna Tahilyani

  Sachin Bansal and Binny Bansal, co-founders of India's largest e-commerce company, Flipkart, were reviewing the foregoing Facebook post, which had gone viral and received more than 20,000 likes. A third-party seller listed a pair of women's sandals on Flipkart's website at 799 Indian rupees (₹) and offered it on promotion at ₹399. However, upon close examination of the product's display photo, consumers noticed a ₹399 price tag printed on the strap. Consistent with stated goals of transparency and building trusted relationships with customers, the Bansals immediately drafted an apology and terminated the seller's agreement with Flipkart.

  Keywords: marketplaces; online retail; e-commerce; Market Platforms; Online Technology; Corporate Disclosure; Ethics; Retail Industry; India;

  Citation:

  Narayandas, Das, Sunil Gupta, and Rachna Tahilyani. "Flipkart (A): Transitioning to a Marketplace Model." Harvard Business School Case 516-017, November 2015. (Revised April 2018.)  View Details

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• Supplement | HBS Case Collection | April 2018

  Flipkart (B): The Ongoing Battle for India's E-Commerce Market

  Sunil Gupta, Das Narayandas and Rachna Tahilyani

  In 2017, both Flipkart and Amazon claimed leadership position in India's recently concluded key annual festive season sale, but it was too early to declare victory. Amazon continues to invest heavily in India. Competition from newer players is increasing. Media reports hint that Reliance Industries, a large Indian conglomerate, is planning to extend its e-commerce offering beyond fashion to electronics, mobile phones and even groceries. As the battle for India's lucrative e-commerce market gains pace, experts wonder--who will win? Is India a winner-takes-all market or is there space for more than one player?

  Keywords: Market Platforms; Online Technology; Competition; Retail Industry; India;

  Citation:

  Gupta, Sunil, Das Narayandas, and Rachna Tahilyani. "Flipkart (B): The Ongoing Battle for India's E-Commerce Market." Harvard Business School Supplement 518-097, April 2018.  View Details

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