HomeResearch & Knowledgeback to HomeStrategyback to Research & KnowledgeEasyEverything: The internet shopback to Strategy

Case Study

EasyEverything: The internet shop

By Nirmalya Kumar and Brian Rogers

14 pages

May 2000

Order this case study

Reference: IMD-3-0874

By February 2000 easyEverything the first chain of large Internet cafés to be conceived anywhere in the world had already successfully launched 5 shops in London. The company also aggressively planned to launch an additional 50 shops across Europe by 2002. EasyEverything was just one of several companies operating under the UK-based parent company easyGroup which also managed easyJet airlines and several other start-up ventures. Stelios Haji-Iaonnou chairman and owner of easyGroup was a charismatic and wealthy entrepreneur known for his down to earth “no frills” style that had come to exemplify the easy brand. His mission for easyEverything was simple: to make easyEverything the cheapest way to access the Internet. He also envisioned easyEverything as a virtual alternative to department stores where users could shop send emails and surf the Internet. He proclaimed “EasyEverything can be a betting center a music store a cinema or a travel agency. We can become the Wal-Mart of Internet access.” However some industry experts questioned whether Internet cafés were a viable long- term concept because of rapid changes in technology such as wireless Internet access. Furthermore easyEverything faced several internal challenges in 2000 which included how to quickly replicate the business model and how to incorporate innovative ideas while expanding. Despite these challenges managers at easyEverything realized that there were significant opportunities for growth because of the endless revenue-generating possibilities that the Internet offered.

Keywords

Internet Start-up, Brand Extension

Settings

Europe
2000

Type

Field Research

Available Languages

English

Related material

Teaching note

IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]

IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information related to case studies, please contact Case Services.

Contact

Research Information & Knowledge Hub for additional information on IMD publications

This case study is part of a series

EasyEverything: The internet shop
EasyEverything: The internet shop (Abridged)
Www.easyrentacar.com

This case study is part of a series

EasyEverything: The internet shop
EasyEverything: The internet shop (Abridged)
Www.easyrentacar.com

Keep reading

Case Study

Mastercard 2023: Rewired for infinite optionality

Disruption Digital Strategy

By Howard H. Yu, Mark J. Greeven and Martin Králik

Article

Management myth-busters: Does culture really eat strategy for breakfast?

Culture eats strategy for breakfast is one of the most enduring truisms of management. But is it really the case? And what is culture anyway?

Organizational Culture Strategy

Strategy stack: An integrated approach to decision-making

The ways popular frameworks are used fall short in today’s rapidly changing environment. Here is a new way to make better-informed strategic choices.

Change Management Competitiveness Decision Making Innovation Strategy

By Albrecht Enders, Ajay K. Kohli, Andreas König and Arnaud Chevallier

in I by IMD

Case Study

Bossard’s AI strategy for proven productivity (Cartoon case)

Bossard, a Swiss company founded in 1731, has successfully transitioned from a product-centric approach to one that offers services and solutions. It has achieved significant revenue growth despite economic challenges. Its brand promise, “proven p...

Artificial Intelligence Business Transformation Strategy

By Stefan Michel

Case Study

The AI paradox: Will generative AI enhance or destroy the business model of 99designs.com? (Cartoon case)

99designs.com is a global platform connecting freelance designers with potential clients. The case study examines the potential impact of generative AI on 99designs’ business model. The platform uses a crowdsourcing approach that invites designers...

Strategy Business to Business Digital Disruption

By Stefan Michel

Article

Putting the ‘G’ in ESG (and the ‘A’ in alpha)

Test your knowledge on ESG governance with our fun quiz! Learn how strong governance drives environmental and social success in investing. Take it now!

Corporate Governance Strategy

in I by IMD

Article

How CEO’s drive saved car giant Ford from the scrapyard

Companies desperately in need of a turnaround in fortunes should take inspiration from the 2008 rescue mission by the then-new Ford boss Alan Mulally.

Agility Business Transformation Change Management Competitiveness Decision Making Future Readiness Leadership Organizational Culture Performance Management Strategy

By Howard H. Yu

in I by IMD

Article

Look in to look out: Strategy and family business identity during COVID-19

COVID-19 challenges the value systems of family firms and urges them to adapt their behaviors, affecting their identities. This study aims to explore how and why family businesses strategically respond to challenges to their identity during COVID-...

Family Business Strategy

By Alfredo De Massis, Rebecca Alguera Kleine and Bingbing Ge

in Small Business Economics

October 2024, vol. 63, pp. 993–1018, https://doi.org/10.1007/s11187-023-00846-3

Article

Family businesses and strategic change: The role of family ownership

In this study, we analyze how the performance-aspiration gap influences strategic change in family firms, providing evidence of the moderating role of family ownership in this relationship. According to socioemotional wealth (SEW) theory, family o...

Family Business Strategy

By Nina Schweiger, Kurt Matzler, Julia Hautz and Alfredo De Massis

in Review of Managerial Science

October 2024, vol. 18, pp. 2981-3005 https://doi.org/10.1007/s11846-023-00703-3

Report

Nature's ROI: Five key enablers for building a nature-positive business strategy

As the global environmental crisis reaches unprecedented levels, businesses face mounting pressure to act. But this challenge is also a major business opportunity. The companies that move quickly to tackle biodiversity loss will not only protect o...

Sustainability Strategy

By Julia Katharina Binder, Adrian Dellecker and Aurélie V. Stamm

IMD Center for Sustainable and Inclusive Business Report, October 2024

Mastercard 2023: Rewired for infinite optionality

By Howard H. Yu Mark J. Greeven and Martin Králik
Case reference: IMD-7-2455 ©2024

Summary

In the 2010s, card processing – Mastercard’s flagship service – started showing signs of commodification as new, nimble players (typically, fintech startups thriving on digital) entered the payment processing space, and customer preferences evolved beyond plastic cards and traditional contact payments. To re-energize its central position and its ability to capture value, Mastercard – as the incumbent – had to make bold decisions. The case details Mastercard’s approach to conceptualizing and building a global platform ecosystem that upholds the principles and design elements of modularity (i.e. interoperability and scalability) and optionality. Today, Mastercard's services, based on application programming interfaces (APIs), integrate with a variety of platforms and offer flexibility to businesses that require customized payment solutions. All along, the company has accommodated a high level of internal disruption. The case also explores the nature of Mastercard’s systematic collaboration with fintechs – players that often started out as competitors in specific parts of Mastercard’s value chain. It describes the company’s engagement with fintechs as fostering collaboration and co-creation and facilitating access; in other words, opening doors and sharing tools with partners. The case presents observations and quotes by CEO Michael Miebach, whose career trajectory at Mastercard – spanning Africa & Middle East experience, fintech partnerships, product management and the CEO role – sheds additional light on the philosophy and values that have driven the company’s transformation to a technology powerhouse and self-described original fintech.

Reference IMD-7-2455

Organization Mastercard

Industry Finance and Insurance, Financial Services

Available Languages English

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Disruption

Digital

Strategy

Browse all topics

Strategy stack: An integrated approach to decision-making

By Albrecht Enders Ajay K. Kohli Andreas König and Arnaud Chevallier
in I by IMD

Summary

The ways popular frameworks are used fall short in today’s rapidly changing environment. Here is a new way to make better-informed strategic choices.

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Change Management

Competitiveness

Decision Making

Innovation

Strategy

Browse all topics

Bossard’s AI strategy for proven productivity (Cartoon case)

By Stefan Michel
Case reference: IMD-7-2575 ©2024

Summary

Reference IMD-7-2575

Organization Bossard Holding

Industry Manufacturing, Fasteners

Available Languages English

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Artificial Intelligence

Business Transformation

Strategy

Browse all topics

The AI paradox: Will generative AI enhance or destroy the business model of 99designs.com? (Cartoon case)

By Stefan Michel
Case reference: IMD-7-2505 ©2024

Summary

Reference IMD-7-2505

Industry Manufacturing, Graphic Design

Available Languages English

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Strategy

Business to Business

Digital

Disruption

Browse all topics

Look in to look out: Strategy and family business identity during COVID-19

By Alfredo De Massis Rebecca Alguera Kleine and Bingbing Ge
in Small Business Economics October 2024, vol. 63, pp. 993–1018, https://doi.org/10.1007/s11187-023-00846-3

Summary

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Family Business

Strategy

Browse all topics

Family businesses and strategic change: The role of family ownership

By Nina Schweiger Kurt Matzler Julia Hautz and Alfredo De Massis
in Review of Managerial Science October 2024, vol. 18, pp. 2981-3005 https://doi.org/10.1007/s11846-023-00703-3

Summary

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Family Business

Strategy

Browse all topics

Nature's ROI: Five key enablers for building a nature-positive business strategy

By Julia Katharina Binder Adrian Dellecker and Aurélie V. Stamm
IMD Center for Sustainable and Inclusive Business Report, October 2024

Summary

Available Languages English

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Sustainability

Strategy

Browse all topics