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商品編號： R1902X 出版日期： 2019/03/01 作者姓名： Teixeira, Thales S. 商品類別： Other 商品規格： 4p 再版日期： 地域： 產業： E-commerce industry;Retail trade 個案年度： -
商品敘述：
For a company that''s trying to reach more customers, selling on Amazon might seem to be a no-brainer. But there are plenty of risks: A firm might get dragged into a price war with low-cost competitors, and Amazon, not the firm, will own the data on customers--and could use it to create its own competing products. In this fictional case study, the head of marketing at a young e-bike maker thinks through the pros and cons of selling on Amazon and of sticking with a direct-to-consumer strategy, and considers the long-term implications of each for his brand. For teaching purposes, this is the case-only version of the HBR case study. The commentary-only version is reprint R1902Z. The complete case study and commentary is reprint R1902M.
涵蓋領域：
Brand management;Digital marketing;Marketing channels;Risk management
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