Case | HBS Case Collection | June 2018

The Grommet in 2018

by Lynda M. Applegate, Karen Gordon Mills and Lena Goldberg

Abstract

The Grommet, an online product launch platform, was at the brink of scaling its business. The Grommet's daily launch and sale of innovative consumer products, using personal videos created by product makers, had led to its initial success. In 2014, the company launched The Grommet Wholesale, a similar platform targeting retailers. Was this the best way to capture more of the value the company created for makers?

Keywords: entrepreneurship; product launch; retail; Value Capture; Online Technology; Entrepreneurship; Product Launch; Value; Retail Industry;

Language: English Format: Print 30 pages Educators

Citation:

Applegate, Lynda M., Karen Gordon Mills, and Lena Goldberg. "The Grommet in 2018." Harvard Business School Case 818-132, June 2018.

About the Authors

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Lynda M. Applegate
Baker Foundation Professor, Sarofim-Rock Professor of Business Administration, Emerita
Entrepreneurial Management
General Management

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Karen Mills
Senior Fellow
General Management
Entrepreneurial Management

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Lena G. Goldberg
Senior Lecturer of Business Administration
General Management

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