Coles, Peter, and Benjamin Edelman. “Mobilizing an Online Business.” Harvard Business School Background Note 913-061, June 2013. (educator access at HBP. request a courtesy copy.)
Entrepreneurs starting online businesses often need to mobilize multiple sets of users or customers, each of whom hesitates to participate unless others join also. This case presents several challenges with similar structure.
Supplements:
Mobilizing an Online Business slide supplement – PowerPoint Supplement (HBP 913702)
Mobilizing an Online Business slide supplement (widescreen) – PowerPoint Supplement (HBP 914053)
Teaching Materials:
Mobilizing an Online Business – Teaching Note (HBP 913062)