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
  • January 2017
  • Case
  • HBS Case Collection

Expanding Ecommerce at Technos

By: Thales Teixeira, Rohit Deshpandé, Ruth Costas and Priscilla Zogbi
  • Format:Print
  • | Language:English
  • | Pages:23
ShareBar

Abstract

Technos was the market leader in the Brazilian watch market. Its CEO had made a firm commitment to evolve the company’s marketing and commercial practices by focusing less on pushing product to retail clients and more on branding to end consumers to pull watches from retailers. In 2016, the company was about to re-launch its master brand’s website. But the more time passed, the greater were the discrepancies between what the marketing, commercial (sales), and retail divisions of the company envisioned as an ideal ecommerce-enabled Technos website. What should be the fundamental role(s) of the master brand’s website?

Keywords

Technos; Watch; Wristwatch; Ecommerce; Online Shopping; Distribution; Website; Marketing; Brazil; Latin America; Branding; Trade; Marketplace; Brands and Branding; Marketing Strategy; Internet and the Web; E-commerce; Digital Marketing; Apparel and Accessories Industry; Brazil

Citation

Teixeira, Thales, Rohit Deshpandé, Ruth Costas, and Priscilla Zogbi. "Expanding Ecommerce at Technos." Harvard Business School Case 517-078, January 2017.
  • Educators
  • Purchase

About The Author

Rohit Deshpande

Marketing
→More Publications

More from the Authors

    • December 2022 (Revised January 2023)
    • Faculty Research

    Marfrig's Quest for Greener Beef

    By: Jose B. Alvarez, Pedro Levindo and Ruth Costas
    • November 2022
    • Faculty Research

    Walmart Chile After the Unrest: Doubling Down or Pulling Out?

    By: Vincent Pons, William Mullins and Ruth Costas
    • August 2022
    • Faculty Research

    Arts and Cultural Entrepreneurship

    By: Rohit Deshpandé
More from the Authors
  • Marfrig's Quest for Greener Beef By: Jose B. Alvarez, Pedro Levindo and Ruth Costas
  • Walmart Chile After the Unrest: Doubling Down or Pulling Out? By: Vincent Pons, William Mullins and Ruth Costas
  • Arts and Cultural Entrepreneurship By: Rohit Deshpandé
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