StubHub (B), Taking Hold of Product Strategy

Title:

StubHub (B), Taking Hold of Product Strategy

GSB Authors:

Robert Burgelman

All Authors:

Block, A.

Burgelman, Robert

Siegel, R.

Date:

2005-03-15

Abstract:

StubHub discovered that their strategy of acquiring customers through partnerships was not as cost effective as acquiring customers directly. The B cases discusses the hiring of a product manager and the changes that the managers makes to the company and website.

Collection:

Faculty Publications

Keywords:

strategy and general management

strategic planning

strategic market planning

electronic commerce

sports

Publication URL:

https://gsb.stanford.edu/faculty-research/case-studies/stubhub-b-taking-hold-product-strategy

Academic Area:

Organizational Behavior

Publication Type:

Cases