WebCollage, a privately held company founded in 2000, invented unique patented software that allows manufacturers to market their products directly to consumers on retailers' websites. Chanel, one of the firm's earliest clients, used the technology to create online cosmetic boutiques that were integrated into its retail partners' sites - allowing the brand to maintain control over its marketing and image, just as it did with its makeup counters in department stores. Eli Singer, the CEO of WebCollage, wanted to expand his firm's reach, and set his sights on the $100 billion US consumer electronics market. In this case, students determine the right direction and strategy for WebCollage.

Case id: 110501