Product details

This is a Simplified Chinese version. Audio Advice was a brick-and-mortar audio specialty retailer with two stores in North Carolina. Traditionally, audiophile components were only sold through specialty stores. However, this practice was shifting, with a growing portion of sales occurring online. Audio Advice wanted to capture a portion of this growing channel, so started online as an Amazon Marketplace seller. Though this channel resulted in quick revenue growth without a great deal of initial investment, it was not suitable long term. Audio Advice's management had a bigger vision. In planning their transition to their own e-Commerce site, Audio Advice needed to consider branding: should they extend their existing brand, use a sub-brand, or develop a new one, and how would each option affect in-store sales and reputation, and the willingness of audiophile brands to allow online sales of their products?