Product details

ChateauOnline looks at the situation of an e-tailer in 2001. The firm has done well and is a European leader. However, it faces the twin challenges of creating the on-line market for wine purchasing and the threat of entry by major players. The case explores the following themes: (1) value added: to understand how an on-line model can fit into established patterns of consumer behaviour; (2) the browser interface: to understand the role of the customer interface; (3) sustainable advantage: to understand the nature of on-line advantage; and (4) economic potential: to understand the potential of business-to-consumer retailers.