Subject category:
Marketing
Published by:
Babson College
Version: 18 December 2000
Length: 16 pages
Data source: Field research
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Abstract
In spring 2000, dotcom euphoria grips the US economy and venture capital is easy to obtain. Two young founders of a brick-and-mortar company recently turned dotcom have received communications from all over the world soliciting their participation in licensing agreements, partnerships, and other similar relationships. The two entrepreneurs discuss what it took to launch their web site in late 1999, including development of a large relational database that offers 3,000 products. The partners examine whether to move from their position as a small domestic player to globalisation. Issues include licensing and web site localisation for non-US access. The toner supplies industry is a highly fragmented segment within the office supplies industry. Customers are sensitive to price and convenience, and high quality service with quick product delivery is the key to success. The case is suitable for undergraduate, MBA, or executive classes in Marketing, Global Marketing, and e-business (eB2B).
Subject category:
Marketing
Published by:
Babson College
Version: 22 April 2002
Length: 7 pages
Data source: Field research
About
Abstract
In spring 2000, dotcom euphoria grips the US economy and venture capital is easy to obtain. Two young founders of a brick-and-mortar company recently turned dotcom have received communications from all over the world soliciting their participation in licensing agreements, partnerships, and other similar relationships. The two entrepreneurs discuss what it took to launch their web site in late 1999, including development of a large relational database that offers 3,000 products. The partners examine whether to move from their position as a small domestic player to globalisation. Issues include licensing and web site localisation for non-US access. The toner supplies industry is a highly fragmented segment within the office supplies industry. Customers are sensitive to price and convenience, and high quality service with quick product delivery is the key to success. The case is suitable for undergraduate, MBA, or executive classes in Marketing, Global Marketing, and e-business (eB2B).
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Subject category:
Marketing
Published by:
Babson College
Version: 22 April 2002
Length: 7 pages
Data source: Field research