Web Site Blues (HBR Case Study and Commentary)  

Oleh:

Maruca, Regina Fazio ; Siegel, David ; Carpenter, Candice ; Ticoll, David ; Rayport, Jeffrey F.

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review bisa di lihat di link (http://web.b.ebscohost.com/ehost/command/detail?sid=f227f0b4-7315-44a4-a7f7-a7cd8cbad80b%40sessionmgr114&vid=12&hid=105&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&jid=HBR) vol. 77 no. 2 (1999), page 24-35.
Topik: web site; competition; electronic commerce; HBR case discussions; marketing implementation; marketing management; marketing strategy

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Perpustakaan Pusat (Semanggi) Nomor Panggil: HH10.14 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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So far, Rachel Soltanoff's instincts had been right. As CEO in this fictional case study, she had successfully navigated TradeRite Software's transition from a news service for stockbrokers to a $70 million provider of shrink - wrapped software geared toward both brokers and the growing day - trader market. Now a well - financed start-up, Stocknet.com, was testing a very competitive product that traders could download directly over the Web. And TradeRite's Web site was nothing more than a collection of elaborate marketing brochures. Rachel knew she needed to start selling over the Web. But the e - commerce consultants she had hired to set up her Web store were behind schedule, and their 21 - year - old CEO had just resigned. Her product manager, Lisa Bandini, was working overtime to transform TradeRite's entire product line into Web - aware applications to match Stocknet's, and Rachel had $2.5 million to launch them. But the consultants said it would take $5 million just to rent e - commerce capabilities. Ace sales VP Brian Rockart thought the company had already wasted too much time and money - money from his budget - on its Web site. Marketing VP Rob Collins thought TradeRite should focus on its core stockbroker customers. Chief Technical Officer Joe Martinez doesn't want to go ahead without a pilot project. Should Rachel try to convince Brian, Rob, and the rest of the senior management team that e - commerce is the way to go ? Four commentators offer advice. In 99209 and 99209Z, commentators David Siegel, Candice Carpenter, David Ticoll, and Jeffrey F. Rayport offer advice on this fictional case.

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