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Published by:
INSEAD (2013)
Revision date:
8 pages
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This is part of a case series. The cases examine how the strategy of Zappos as an innovative online shoe retailer has been conceived and executed. Two cases, (A) and (B), and a teaching note are provided. Each paper case is accompanied by a video case to be shown in the classroom. Video cases and lecture presentation slides are available to instructors at


Blue Ocean Strategy; On-line retailing; Zappos; Fair process; Strategy execution; Corporate culture; Market reconstruction; Footwear industry

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