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商品編號： LBS150 出版日期： 2018/07/01 作者姓名： Anderson, Jamie;Kollenz-Quetard, Karin;Tavassoli, Nader 商品類別： Marketing 商品規格： 12p 再版日期： 地域： 產業： 個案年度： -
商品敘述：
The case describes how Dollar Shave Club proved to be a disruptive force in the shaving industry, one dominated by Gillette for over a Century. It did so without a single patent to its name, and with a direct-to-consumer subscription and a content-based customer engagement model that was new to the shaving industry, but not to consumer products at large (e.g., Nespresso and Red Bull, respectively). The case demonstrates the disruptive power of a digital platform model, and highlights how new marketing capabilities can disrupt traditional channels. It challenges P&G owned Gillette to formulate a strategic response in light of Unilever''s threat to acquire the upstart business. The case provides online links to a rich set of free videos that include a CEO interview, competitive advertising, and analyst commentary.
涵蓋領域：
Business model innovation;Disruptive innovation;Internet marketing
相關資料：
Case Teaching Note, (LBS151), 29p, by Jamie Anderson, Karin Kollenz-Quetard, Nader Tavassoli
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