Case Name :      Living.Dupont.ca: Virtual Business, Real Money

Authors :           Kersi Antia, Ilia Frolov, Bharat Sud

Source :             Ivey Publishing

Case ID :            903A18

Discipline :        Marketing

Case Length :    16 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

DuPont Canada manufactures and sells the raw materials that are used to produce brand name home renovation and home decorating products, including fabrics, carpets, countertops, and paints. To develop relationships with consumers and acquire information on their purchasing needs and purchasing patterns, the company launched a web site that offered decorating idea and product information through a virtual home. After 12 months, the company’s project team must decide whether the project was a worthwhile investment and whether they should invest in the second phase. In making their decision, they need to identify the performance metrics to use in estimating the return on investment. They also need to determine whether to pursue revenue generation through the sale of advertising space or online sales through the web site. Finally, the project team must assess whether their value chain partners would be willing to invest in the second phase of the project.