Product details

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Case
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Reference no. 9-508-S01
Spanish language
Subject category: Marketing
Authors: Youngme Moon
Published by: Harvard Business Publishing
Originally published in: 1999
Version: 17 May 1999
Revision date: 26-Apr-2019

Abstract

This is a Spanish version. Onsale has been a pioneer in electronic commerce, offering excess and refurbished goods using an online auction format. The company is now planning to become a player in the highly competitive world of first-run computer merchandise as well. However, unlike other computer resellers whose business models are based on gross margins, the new Onsale model is based around the idea of fixed commissions. The case poses a number of issues raised by the new model, including supplier relationships and brand image management.
Location:
Industry:
Size:
190 employees, USD200 million revenues
Other setting(s):
1998

About

Abstract

This is a Spanish version. Onsale has been a pioneer in electronic commerce, offering excess and refurbished goods using an online auction format. The company is now planning to become a player in the highly competitive world of first-run computer merchandise as well. However, unlike other computer resellers whose business models are based on gross margins, the new Onsale model is based around the idea of fixed commissions. The case poses a number of issues raised by the new model, including supplier relationships and brand image management.

Settings

Location:
Industry:
Size:
190 employees, USD200 million revenues
Other setting(s):
1998

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