Related Work

1. Supplement | HBS Case Collection | January 2017 (Revised August 2019)

   X Fire Paintball & Airsoft: Is Amazon a Friend or Foe? (B)

   Feng Zhu and Angela Acocella

   Three years after launching his brick-and-mortar store, X Fire Paintball and Airsoft, Steve Herbert Sr. and his sons began selling products on Amazon.com’s third-party Marketplace and online sales expanded rapidly. Over time, X Fire noticed that products of which it had once been the only seller were now being sold by Amazon straight from X Fire’s suppliers, effectively cutting X Fire out. Amazon was also ignoring the minimum advertised price (MAP) set by manufacturers. How should X Fire defend itself? Now Amazon representatives were approaching X Fire to encourage them to sell on Amazon’s smaller but growing Canadian Marketplace. How should X Fire respond to this opportunity?

   Keywords: Ethics; Competition; Market Platforms; Online Technology; Small Business; Retail Industry; Canada;

   Citation:

   Zhu, Feng, and Angela Acocella. "X Fire Paintball & Airsoft: Is Amazon a Friend or Foe? (B)." Harvard Business School Supplement 617-047, January 2017. (Revised August 2019.)  View Details

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2. Teaching Note | HBS Case Collection | May 2019 (Revised August 2019)

   X Fire Paintball & Airsoft: Is Amazon a Friend or Foe? (A) and (B)

   Feng Zhu

   Teaching Note for HBS Nos. 617-046 and 617-047.

   Citation:

   Zhu, Feng. "X Fire Paintball & Airsoft: Is Amazon a Friend or Foe? (A) and (B)." Harvard Business School Teaching Note 619-072, May 2019. (Revised August 2019.)  View Details

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3. Case | HBS Case Collection | January 2017 (Revised August 2019)

   X Fire Paintball & Airsoft: Is Amazon a Friend or Foe? (A)

   Feng Zhu and Angela Acocella

   Three years after launching his brick-and-mortar store, X Fire Paintball and Airsoft, Steve Herbert Sr. and his sons began selling products on Amazon.com’s third-party Marketplace, and online sales expanded rapidly. Over time, X Fire noticed that products of which it had once been the only seller were now being sold by Amazon straight from X Fire’s suppliers, effectively cutting X Fire out. Amazon was also ignoring the minimum advertised price (MAP) set by manufacturers. How should X Fire defend itself? Now Amazon representatives were approaching X Fire to encourage them to sell on Amazon’s smaller but growing Canadian Marketplace. How should X Fire respond to this opportunity?

   Keywords: Ethics; Competition; Market Platforms; Online Technology; Small Business; Retail Industry; Canada;

   Citation:

   Zhu, Feng, and Angela Acocella. "X Fire Paintball & Airsoft: Is Amazon a Friend or Foe? (A)." Harvard Business School Case 617-046, January 2017. (Revised August 2019.)  View Details

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