Autobytel.com - The Case Centre

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Case

Reference no. 9-500-015

Subject category: Marketing

Authors: Youngme Moon (Harvard Business School)

Published by: Harvard Business Publishing

Originally published in: 1999

Version: 12 October 2005

Length: 21 pages

Data source: Field research

Topics: Agile software development; Cause marketing; Netiquette; Activity based budgeting; Incubators; International operations; Community development; Advertising; Marketing channels; Coopetition; Execution; Internet; Groupware; Disruptive innovation; Revenue growth

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Abstract

Autobytel enjoys first-mover advantage in the Internet new car buying space. According to a number of metrics, it is the online leader in this category. However, a number of competitors have sprung up, raising questions about the long-term viability of Autobytel's purchase referral model. In addition, Autobytel is struggling to accelerate revenue growth. The company has launched several new services and is now seeking to reposition itself in the market.

Location:

California

Industries:

Internet services; e-Commerce; Automotive

Size:

200 employees, USD36 million revenues

Other setting(s):

1999