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• Case | HBS Case Collection | April 2019 (Revised June 2019)

  Raksul

  Scott Duke Kominers, Masahiro Kotosaka, Nobuo Sato and Akiko Kanno

  Raksul, 2018 Forbes Japan "Startup of the Year," ran an e-commerce platform drawing upon thousands of individual suppliers. Launched as a business-to-business printing services marketplace, Raksul had recently expanded to operate both a logistics/delivery marketplace and a television advertising marketplace. Each marketplace faces its own growth challenges; at the same time, the CEO must consider whether and how each marketplace can enhance the others.

  Keywords: e-commerce; marketplace design; B2B; platform strategy; printing; Entrepreneurship; Market Platforms; Logistics; Advertising; Growth and Development Strategy; Industry Structures; Web Services Industry; Japan;

  Citation:

  Kominers, Scott Duke, Masahiro Kotosaka, Nobuo Sato, and Akiko Kanno. "Raksul." Harvard Business School Case 819-115, April 2019. (Revised June 2019.)  View Details

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• Case | HBS Case Collection | September 2015 (Revised May 2019)

  Managing Consumer Touchpoints at Nissan Japan

  Thales Teixeira, Nobuo Sato and Akiko Kanno

  In 2015, Nissan was third place in the Japanese auto market, behind Toyota and Honda. The challenge of increasing market share was that 80% of car shoppers who were non-Nissan owners did not consider Nissan during their purchase process. This process involved three main consumer touchpoints: mass media advertising, internet auto websites, and the physical dealerships. In the last five years, the importance of the dealers in influencing car sales had greatly diminished as consumers researched and chose which make and brand of car to buy online, going to the dealer only to negotiate price, purchase, and receive the car. Given this trend, how should Nissan's top marketer make changes in how Nissan manages these three key consumer touchpoints? And how to better integrate them to maximize sales.

  Keywords: Nissan; Automobiles; cars; touch points; digital marketing; Internet; Web Sites; Marketing Channels; Advertising; Auto Industry; Japan;

  Citation:

  Teixeira, Thales, Nobuo Sato, and Akiko Kanno. "Managing Consumer Touchpoints at Nissan Japan." Harvard Business School Case 516-035, September 2015. (Revised May 2019.)  View Details

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• Case | HBS Case Collection | October 2018

  Booking.com

  Stefan Thomke and Daniela Beyersdorfer

  The case reveals how Booking.com has become the world's leading travel accommodation platform. The company has put online experimentation at the heart of how it designs digital experiences for its customers and partners. To unlock the potential of large-scale testing, the leadership team had to challenge conventional assumptions about culture, process, and the management of innovation.

  Keywords: travel; Product Innovation; experimentation; A/B Testing; User Experience Design; digital transformation; Product Development; Product Design; Innovation and Management; Transformation; Information Technology; Travel Industry;

  Citation:

  Thomke, Stefan, and Daniela Beyersdorfer. "Booking.com." Harvard Business School Case 619-015, October 2018.  View Details

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