How Will Traditional CPG Brands Compete Against E-Commerce?

By Harikesh Nair , Anuj Agarwal, Jack Strabo
2021 | Case No. E746 | Length 14 pgs.
Entrepreneurship

This case discusses the rise of e-commerce companies in the United States and China and discusses the impact they have had on the market position of brands, using consumer packaged goods as an example.

Learning Objective

The purpose of the case is to give the reader some context for the e-commerce landscape in the U.S. and China, and to provide high-level background information so as to discuss in-class the question posed in the title: how will traditional brands compete and thrive in this revised landscape?

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