Tuesday, October 9, 2018
9:00 AM - 10:30 AM
Grand Pacific Ballroom
Case Study: X Fire Paintball and Airsoft - Is Amazon a Friend or Foe?
Three years after launching his brick-and-mortar store, X Fire Paintball and Airsoft, Steve Herbert Sr. and his sons began selling products on Amazon.com’s third-party Marketplace and online sales expanded rapidly. Over time, X Fire noticed that products of which it had once been the only seller were now being sold by Amazon straight from X Fire’s suppliers, effectively cutting X Fire out. Amazon was also ignoring the minimum advertised price (MAP) set by manufacturers. How should X Fire defend itself? Now Amazon representatives were approaching X Fire to encourage them to sell on Amazon’s smaller but growing Canadian Marketplace. How should X Fire respond to this opportunity?
Ross Graham Walker Professor of Business Administration
Harvard Business School
Krishna Palepu joined the faculty of the Harvard Business School in 1983. He is the Ross Graham Walker Professor of Business Administration, and Senior Advisor to the President of Harvard University. Professor Palepu was a Senior Associate Dean at the Harvard Business School for several years, overseeing the school's research, and its global initiative.