Posted by & filed under Part 1 Business in a Global Environment, Part 4: Marketing Management.

Description:   A wave of e-commerce companies are trying to build premium brands at discount prices by cutting out middlemen and going straight to manufacturers, Claire Cain Miller and Stephanie Clifford report Monday in The New York Times.

Source:  NYTimes.com – video report

Date: Apr 01, 2013

Link: http://bits.blogs.nytimes.com/2013/04/01/daily-report-start-ups-aim-to-build-brands-by-selling-direct/

Questions for Discussions:

  • Describe the method used by Warby Parker and other e-commerce start-ups to capture market share from esatblished competitors.
  • Why do you think the method has been so successful?
  • How is this phenomenon changing the traditional channels of distribution?
  • What other high-priced products do you think lend themselves to this approach?

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