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Case
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Reference no. 9-598-109
Subject category: Marketing
Authors: V Kasturi Rangan
Published by: Harvard Business Publishing
Originally published in: 1998
Version: 26 February 1999
Length: 20 pages
Data source: Field research

Abstract

Describes the marketing strategy of an entrepreneurial start-up engaged in electronic purchasing for large manufacturers. By creating an electronic bidding platform, the company has been able to cut down procurement costs by about 15%. The case question concerns how this company should now go to scale.
Location:
Size:
35 employees, USD2 million revenues
Other setting(s):
1998

About

Abstract

Describes the marketing strategy of an entrepreneurial start-up engaged in electronic purchasing for large manufacturers. By creating an electronic bidding platform, the company has been able to cut down procurement costs by about 15%. The case question concerns how this company should now go to scale.

Settings

Location:
Size:
35 employees, USD2 million revenues
Other setting(s):
1998

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