Product details

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Subject category: Marketing
Authors: Sandra Vandermerwe (Gordon Institute of Business Science (GIBS)); Marika Taishoff (Imperial College London)
Published in: 2000
Length: 28 pages
Data source: Field research
Notes: To maximise their effectiveness, colour items should be printed in colour.

Abstract

This is the second of a two-case series (500-013-1 and 500-014-1). The iii (Interactive Investor International) case series demonstrates a new Web-based entrepreneurial model in action, where traditional parameters of success are overturned by newer ways of thinking, organising and making money. In particular the cases, in recounting how a young entrepreneur - Sherry Coutu, Harvard MBA - built and grew a customer focused dot.com; the stages she had to go through to capture customers and exponentially grow her customer base; and finally, how she monetised these customers - illustrate the new customer focused Web-based business model. Once the cases have been discussed and analysed in depth, participants should be able to: (1) discuss this new customer focused Internet-based business model; (2) think through the three stages of customer focused growth characteristics of the Web environment; and (3) identify the critical elements underpinning success at each of these stages. A video ''Building and Growing a Customer Focused Dot.com'' (500-013-3) is available to accompany the case series.
Other setting(s):
1999-2000

About

Abstract

This is the second of a two-case series (500-013-1 and 500-014-1). The iii (Interactive Investor International) case series demonstrates a new Web-based entrepreneurial model in action, where traditional parameters of success are overturned by newer ways of thinking, organising and making money. In particular the cases, in recounting how a young entrepreneur - Sherry Coutu, Harvard MBA - built and grew a customer focused dot.com; the stages she had to go through to capture customers and exponentially grow her customer base; and finally, how she monetised these customers - illustrate the new customer focused Web-based business model. Once the cases have been discussed and analysed in depth, participants should be able to: (1) discuss this new customer focused Internet-based business model; (2) think through the three stages of customer focused growth characteristics of the Web environment; and (3) identify the critical elements underpinning success at each of these stages. A video ''Building and Growing a Customer Focused Dot.com'' (500-013-3) is available to accompany the case series.

Settings

Other setting(s):
1999-2000

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