Publications
Publications
- November 2013
- HBS Case Collection
Groupon for Local Businesses
By: Thales Teixeira and Leora Kornfeld
Abstract
Local businesses' experiences with using Groupon to promote themselves ran the gamut of roaring success to absolute failure. Why is there such a large range in outcomes for firms that used daily deal sites such as Groupon? This case examines the effectiveness of online daily deal sites from the point of view of local businesses.
Keywords
Online Business; Online Marketing; Digital Marketing; Marketing; Advertising Industry; North and Central America
Citation
Teixeira, Thales, and Leora Kornfeld. "Groupon for Local Businesses." Harvard Business School Case 514-047, November 2013.