商品敘述：

When Etsy proceeded with an initial public offering on the New York Stock Exchange in April 2015, it was the second U.S. company to go public as a certified B Corporation. Etsy''s status as a B Corporation meant that social responsibility was ingrained in its mission. However, as an online marketplace for artisanal goods, Etsy faced a number of challenges. Principal among them was the launch of the new online store "Handmade" at Amazon, a direct attack on Etsy. Etsy had a core base of merchants and buyers, but Amazon had significantly more as well as a higher level of financial security than Etsy. Etsy''s fast growth had also put pressure on its merchants'' ability to offer larger quantities of handmade goods. Many merchants were pressing the company to allow sales from large-scale manufacturing, a path the company had eschewed since its start. Could Etsy find a way to successfully confront these challenges while maintaining its B Corporation ethos? Ram Subramanian is affiliated with Stetson University.

涵蓋領域：

Business models;Distribution channels;General management;Strategy;E-Commerce entrepreneurialism

相關資料：

Case Teaching Note, (W16250), 7p, by Ram Subramanian

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