Target: Creating a Data-Driven Product Management Organization

Target: Creating a Data-Driven Product Management Organization

By
Robert Siegel, David Kingbo
2018|Case No.SM308| Length 19 pgs.

As retail shopping has changed with the rise of e-commerce, Target Corporate, one of the largest retail stores in the United States, made the strategic decision to invest in developing a core data science and technology team to remain competitive in its physical and online shopping experiences. The company hired a team of technologists who initially worked at enhancing the company’s digital and mobile solutions, but soon began influencing the company’s physical retail locations. The case explores the opportunities and challenges of competing against retail behemoths such as Amazon and Walmart, while integrating digital and physical cultures.

Learning Objective

The goal of this case is to explore how a new function was built inside of Target as the company had to develop a competitive technology capability while working across multiple functions in the organization.

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