Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • February 1999 (Revised May 1999)
  • Case
  • HBS Case Collection

Onsale, Inc.

By: Youngme E. Moon
  • Format:Print
  • | Pages:17
ShareBar

Abstract

Onsale has been a pioneer in electronic commerce, offering excess and refurbished goods using an online auction format. The company is now planning to become a player in the highly competitive world of first-run computer merchandise as well. However, unlike other computer resellers whose business models are based on gross margins, the new Onsale model is based on the idea of fixed commissions. The case poses a number of issues raised by the new model, including supplier relationships and brand image management.

Keywords

Business Model; Transformation; Customers; Brands and Branding; Auctions; Network Effects; Strategic Planning; Competitive Strategy; Internet and the Web; Retail Industry

Citation

Moon, Youngme E. "Onsale, Inc." Harvard Business School Case 599-091, February 1999. (Revised May 1999.)
  • Educators
  • Purchase

About The Author

Youngme Moon

General Management
→More Publications

More from the Author

    • February 2022
    • Faculty Research

    Paul Polman

    By: Elizabeth A. Keenan, Youngme Moon and Susie Ma
    • January 2022
    • Faculty Research

    Bee-ing Better at Bombas

    By: Elizabeth A. Keenan, Youngme Moon and John Masko
    • June 2021
    • Faculty Research

    Bozoma Saint John: Leading with Authenticity and Urgency

    By: Frances X. Frei, Francesca Gino and Youngme Moon
More from the Author
  • Paul Polman By: Elizabeth A. Keenan, Youngme Moon and Susie Ma
  • Bee-ing Better at Bombas By: Elizabeth A. Keenan, Youngme Moon and John Masko
  • Bozoma Saint John: Leading with Authenticity and Urgency By: Frances X. Frei, Francesca Gino and Youngme Moon
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College