By Jamie Earle, Garth Saloner, Jeffrey Skoll
2003 | Case No. E160
Circles is a company that runs employee and customer loyalty programs for enterprises. The company was founded by two GSB alumnae in the late 90s. The case describes the idea formation process, the founding of the company, various dilemmas management had with determining which market to pursue and how to acquire customers without a large marketing investment. It also describes the transition from a consumer- to an enterprise-oriented company.
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