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Do social deal sites really work?

Journal

Harvard Business Review

Subject

Marketing

Authors / Editors

Bertini M;Wathieu L;Sigman B P;Norton M I

Publication Year

2012

Abstract

The stream of customers who visit Flanagan Theme Parks has started to dwindle. The fictional Australian company must decide, with the help of consultant Allie James, whether to try to attract a whole new crop of customers using DailyDilly, a fast-growing social-coupon venture. Allie and Ruth Davison, Flanagan's marking director, take a lunchtime tour of the marketing landscape to answer a key question for any company that is considering such an initiative: 'Are daily deal seekers the right kind of customers for our business?' Expert commentary comes from Gideon Lask, the founder of BuyaPowa, a UK-based social media business; and Al Bhakta, CEO of Genghis Grill, a Dallas-based restaurant chain. HBR's online readers also weigh in.

Keywords

Pricing; E-commerce; Social couponing

Available on ECCH

No


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