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  • September 6, 2022
  • Article

Creating a Platform for Costless Personalization in Clothing
By: Shane Greenstein
This study analyzes the role of co-invention in the creation of a platform for print-on-demand-clothing, or PODC. Co-invention is the invention of a new business process to complement new technology, and turn it into a valuable commercial service. PODC copies a design...  View Details
Keywords: Print-on-demand-clothing; Customization and Personalization; Digital Platforms; Apparel and Accessories Industry
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  • June 2021 (Revised February 2023)
  • Case

MicroStrategy: Accounting for Cryptocurrency
By: Jonas Heese and Annelena Lobb
On February 15, 2021, Alina Moss, an analyst who covered the technology company MicroStrategy, pondered a rise in MicroStrategy’s share price. Moss had dialed into the company earnings call. When it ended, Moss had more questions than answers. MicroStrategy had...  View Details
Keywords: Cryptocurrency; Share Price; Electronic Commerce; Intangible Assets; Assets; Accounting; Financial Statements; Financial Management; Financial Reporting; Analytics and Data Science; E-commerce
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  • August 2014
  • Case

Rent the Runway (Abridged)
By: Thomas R. Eisenmann, Brent Goldfarb and David A. Kirsch
Two months after a successful launch In November 2009, the cofounders of Rent the Runway (RTR), a website that rented designer dresses, are debating whether to grow their startup at a measured pace and focus on improving operational effectiveness, or raise a new round...  View Details
Keywords: Lean Startup; Electronic Commerce; Fashion; Expansion; Business Startups; Growth and Development Strategy; E-commerce; Fashion Industry
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  • November 2011 (Revised December 2012)
  • Case

Rent the Runway
By: Thomas R. Eisenmann and Laura Winig
Two months after a successful launch in November 2009, the cofounders of Rent the Runway (RTR), a website that rented designer dresses, are debating whether to grow their startup at a measured pace and focus on improving operational effectiveness, or raise a new round...  View Details
Keywords: Lean Startup; Electronic Commerce; Fashion; Expansion; Business Startups; Growth and Development Strategy; E-commerce; Fashion Industry
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  • December 2001
  • Case

Alibaba.com (B)
By: F. Warren McFarlan and Fred Young
The challenges the largest Chinese electronic commerce company faces many challenges at the end of 2001. This case describes how it has completely reoriented its strategy in the past 12 months to become a B-to-B company. The key question is: Will it work and what...  View Details
Keywords: Business or Company Management; Business Strategy; Internet and the Web; Problems and Challenges; Information Technology Industry; China; United States
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  • February 2001 (Revised August 2001)
  • Case

WholesalerDirect
By: Alan D. MacCormack and Kerry Herman
Describes the development of WholesalerDirect, a B2B electronic commerce venture in the plumbing, heating, cooling, and piping industry. Adam Berger, the CEO, is trying to raise funding to roll out the company's e-commerce platform to the industry's more than 3,000...  View Details
Keywords: Internet and the Web; Valuation; Business Plan; Financing and Loans; Financial Strategy
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  • February 2000 (Revised October 2000)
  • Case

Open Market, Inc.: The E-Commerce Wars
By: James I. Cash Jr., Janis Lee Gogan, Michael Haselkorn and Mani Subramani
Continues the story of Open Market, Inc., a company founded in 1994 to support electronic commerce on the Internet. Despite a very successful initial public offering, the firm had reached a growth plateau, and the management team was considering several strategic...  View Details
Keywords: Entrepreneurship; Technological Innovation; Management; Growth and Development Strategy; Marketing Channels; Product Marketing; Product Development; Competitive Strategy; Corporate Strategy; Information Technology Industry; Web Services Industry
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  • February 2000 (Revised April 2003)
  • Case

InSite Marketing Technology (B)
By: Lynda M. Applegate and Genevieve J.S. Feraud
Provides students an example of partnerships/acquisitions that allow delivery of packaged solutions to customers in the electronic commerce space.  View Details
Keywords: Mergers and Acquisitions; Customer Focus and Relationships; Customer Satisfaction; Entrepreneurship; Partners and Partnerships; Strategy; Business Strategy; Web Services Industry
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  • 1999
  • Chapter

Electronic Commerce
By: L. M. Applegate
Keywords: Business Ventures; Web Sites
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  • October 1998 (Revised August 1999)
  • Case

Amazon.com--Going Public
By: William A. Sahlman and Laurence E. Katz
Amazon.com, an early pioneer in electronic commerce, prepares its initial public offering in the face of turbulent market conditions. Joy Covey, Amazon.com's CFO and the case protagonist, discusses the risks and opportunities of going public and the nature of...  View Details
Keywords: Going Public; Risk and Uncertainty; Business Model; Financial Strategy; Business Strategy; Initial Public Offering; Electronics Industry; Electronics Industry
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  • August 1998
  • Case

Electronic Commerce at Air Products
By: F. Warren McFarlan and Melissa Dailey
In 1998,chief information officers (CIOs) in the highly competitive international gases and chemicals business faced the reality that electronic commerce capability was a strategic necessity. The results of annual surveys of technology officers in the chemical industry...  View Details
Keywords: Management Teams; Information Technology; Globalized Markets and Industries; Infrastructure; Internet and the Web; Technology Adoption; Business Strategy; Chemical Industry; United States
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  • December 1997 (Revised April 1998)
  • Case

www.springs.com
By: F. Warren McFarlan and Melissa Dailey
Business Week's June 1997 "Rising Star" profile of Springs Industries' president and COO, Crandall Bowles, reported that she was poised to become one of the top two or three women executives in the country. In November 1997, the company announced Bowles' appointment to...  View Details
Keywords: Information Technology; Operations; Product Marketing; Management; Strategy; Consumer Products Industry; South Carolina
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  • November 1997 (Revised May 2002)
  • Case

MicroAge, Inc.: Orchestrating the Information Technology Value Chain
By: Lynda M. Applegate and Kirk A. Goldman
MicroAge, Inc. started as a storefront in Tempe, AZ in 1976 selling personal computer kits to hobbyists. During their first year of operation, founders Jeff McKeever and Alan Hald sold $1.5 million worth of computer kits, priced at under $1,000 each. Twenty years...  View Details
Keywords: Transformation; Growth Management; Risk Management; Product; Opportunities; Horizontal Integration; Information Infrastructure; Information Technology; Internet and the Web; Technology Industry; Arizona
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  • 1997
  • Working Paper

Electronic Commerce and the Internet: Looking Back as We Look Ahead
By: Lynda M. Applegate
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  • March 1997 (Revised April 1998)
  • Case

Amazon.com (A)
By: Jeffrey F. Rayport
Jeff Bezos, the founder and CEO of Amazon.com, an Internet-based bookseller, has created one of the most successful ventures for electronic commerce on the Web. With revenue growing at a pace of 30% per month, Bezos attributes the success of Amazon.com to its value...  View Details
Keywords: Competition; Internet and the Web; Entrepreneurship; Retail Industry
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  • March 1996 (Revised August 1996)
  • Case

Open Market, Inc.: Managing in a Turbulent Environment
By: Lynda M. Applegate and Janis Lee Gogan
Presents the story of Open Market, Inc., one of numerous companies formed in 1994 to engage in electronic commerce over the Internet. This case examines the company's development--its business strategy and organization evolution--as the company increased in size and...  View Details
Keywords: Business Strategy; Growth and Development; Business Startups; Internet and the Web; Change; Growth and Development Strategy; Organizations; Web Services Industry
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  • January 1995 (Revised July 1996)
  • Background Note

Paving the Information Superhighway
By: Lynda M. Applegate, Geoffrey Bock and Janis Lee Gogan
Examines solutions to many of the information-sharing problems that limit growth of electronic commerce on the Internet. Serves as a basic primer for the use of electronic information exchange. While familiarizing the student with the basic tenets and terminology of...  View Details
Keywords: Internet and the Web; Knowledge Sharing; Problems and Challenges; Retail Industry; Information Technology Industry
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  • Research Summary

Managing in an Information Age
By: Lynda M. Applegate
Lynda M. Applegate's research focuses on the influence of information technology on markets and organizations. Her findings on the evolution of electronic commerce and on the role of information technology as an enabler of flexible and adaptive ...  View Details

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