Online from: 2011
Information: About this Collection
|Title:||Deal of the day at Cherry.ee|
|Author(s):||Katri Kerem (Professor and Head of the Department of Marketing, Estonian Business School, Tallinn, Estonia), Dietmar Sternad (Lecturer of International Management and Program Director of the Master of Arts in International Business Management Program at the School of Management, Carinthia University of Applied Sciences, Villach, Austria)|
|Citation:||Katri Kerem, Dietmar Sternad, "Deal of the day at Cherry.ee", Emerald Emerging Markets Case Studies Collection, (2011)|
|Keywords:||Brands, Competitive advantage, Entrepreneurship, Estonia, Marketing, Online retailing|
|Article type:||Research paper|
|DOI:||10.1108/20450621111170630 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
|Acknowledgements:||Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision making. The author/s may have disguised names; financial and other recognizable information to protect confidentiality.|
Subject area – Marketing, branding, strategic management, online retailing, and entrepreneurship.
Student level/applicability – Postgraduate courses in: strategic management; marketing management (branding); and entrepreneurship.
Case overview – The case describes the founding and the first year of an Estonian internet start-up, the “deal-of-the-day” web site Cherry.ee. The focal topic of the case is the analysis of alternative scenarios for the further development of the company after the first year in business: selling the company, entering into a merger with similar businesses, or continuing to develop the brand independently. The case gives an example of creating a new market, introducing a new business model and launching a brand with substantial use of social media marketing. The successful business model was quickly copied by a lot of followers creating a fierce competitive environment and raising a question of sustainability of the competitive advantage. The case provides an opportunity to discuss how to strategically handle the development of a growing start-up company in an increasingly competitive market environment.
Expected learning outcomes – Understanding the critical success factors and potential pitfalls for an internet start-up; developing skills to critically analyze the concept of sustainable competitive advantage; comprehension of the main factors influencing the strategic decision on whether to follow a growth, cooperation, or exit strategy; and awareness of the relative advantages of online and offline marketing and understanding how social media strategies can be used to build a brand.
Supplementary materials – Teaching note.
To purchase this item please login or register.
Complete and print this form to request this document from your librarian