商品敘述：

Three years after launching his brick-and-mortar store, X Fire Paintball and Airsoft, Steve Herbert Sr. and his sons began selling products on Amazon.com''s third-party Marketplace and online sales expanded rapidly. Over time, X Fire noticed that products of which it had once been the only seller were now being sold by Amazon straight from X Fire''s suppliers, effectively cutting X Fire out. Amazon was also ignoring the minimum advertised price (MAP) set by manufacturers. How should X Fire defend itself? Now Amazon representatives were approaching X Fire to encourage them to sell on Amazon''s smaller but growing Canadian Marketplace. How should X Fire respond to this opportunity? This case is accompanied by a Video Short that can be shown in class or included in a digital coursepack. Instructors should consider the timing of making the video available to students, as it may reveal key case details.

涵蓋領域：

Business ethics;Competitive strategy;Operations strategy;Information systems;Small and medium-sized enterprises;Web-based technologies

相關資料：

Case Teaching Note, (5-619-072), 27p, by Feng Zhu;
Video Short, (7610), 0p, by Willy Shih, Feng Zhu

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