The boo.com case remains a valuable case study for all types of businesses, since it doesn't only illustrate the challenges of managing E-commerce for a clothes retailer, but rather highlights failings in E-commerce strategy and management that can be made in any type or organization. The headlines in the Financial Times, the next day read: "Boo.com collapses as Investors refuse funds Online Sports retailer becomes Europe's first big Internet casualty". Half the investment was raised, but this was too little, too late, and at midnight, less than a year after its launch, Boo.com closed. So said boo.com CEO Ernst Malmsten, on May 18th 2000. " Unless we raise $20 million by midnight, boo.com is dead" This in-depth case study of Boo.com features in the last few editions of my book Digital marketing: Strategy, Implementation and Practice - it's based is based on story of Boo.com failure from the excellent book "Boo Hoo - a dotcom story" Boo hoo: “ Learning from the largest European dot-com failure
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