Expanding Ecommerce at Technos

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Publication Date:
January 05, 2017

Industry:
Technology

Industry:
Retail & Consumer Goods

Source:
Harvard Business School

Technos was the market leader in the Brazilian watch market. Its CEO had made a firm commitment of evolving the company’s marketing and commercial practices by focusing less on pushing product to retail clients and more on branding to end consumers to pull watches from retailers. In 2016, the company was about to re-launch its master brand’s website. But the more time passed, the greater were the discrepancies between what the marketing, commercial (sales) and retail divisions of the company envisioned as an ideal ecommerce-enabled Technos website. What should be the fundamental role(s) of our master brand’s website?

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Expanding Ecommerce at Technos

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