Cybersmith

Cyber ​​Smith is a new company that has created a new retail concept. This particular shop has been reported in more than 250 newspapers and of all major American television network. Some would classify it as an online café, but the management has positioned the business so much more than coffee and computers. They look at their concept selling experience. The coffee and the books are only add to the core experience. This case describes in detail the operations of the flagship store, located i … Read more »

Cyber ​​Smith is a new company that has created a new retail concept. This particular shop has been reported in more than 250 newspapers and of all major American television network. Some would classify it as an online café, but the management has positioned the business so much more than coffee and computers. They look at their concept selling experience. The coffee and the books are only add to the core experience. This case describes in detail the operations of the flagship store in Harvard Square in Cambridge, MA. Management must make a decision about where the next branch looking to make. This seemingly innocuous question invites a whole series of interesting challenges, such as: What is the core product / service? Who is the customer? What build loyalty to the store? What kind of online presence they should have? If the economic model be sustainable? What joint venture partners are best? Rich data about customers and buying behavior, as well as potential joint venture partners. The store employs cutting-edge technologies including virtual reality.
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from
John J. Sviokla,
Thomas A. Gerace
Source: Harvard Business School
20 pages.
Publication Date: Oct 23, 1995. Prod #: 396314-PDF-ENG
Cyber ​​Smith HBR case solution