Over the past decade, a new breed of “direct-to-consumer” startups including Warby Parker and Casper helped forge a new business model. But lately that business model is faltering as the advantages that early entrants enjoyed have evaporated. To retool, DTC companies will need to embrace an omnichannel strategy, create tighter ties with their communities, and vertically integrate to increase margins.
Buy CopiesFor decades, a handful of brands dominated consumer retail in the United States. Whether Kodak in cameras or Gillette in razors, the top brands in more than 10 categories were unchanged from 1923 to 1983.
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Start Course Read more on Business models or related topic StrategyLeonard A. Schlesinger is the Baker Foundation Professor at Harvard Business School, where he serves as chair of its practice-based faculty.
Matt Higgins is an executive fellow at Harvard Business School and a cofounder of RSE Ventures, a private investment firm. He is the author of Burn The Boats: Toss Plan B Overboard and Unleash Your Full Potential.
Shaye Roseman is a member of the 2021 MBA Class at Harvard Business School. Buy Copies
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Sharpening Your Business Acumen CourseAccelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Sharpening Your Business Acumen. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Take your career to the next level by learning business and finance basics, and developing an enterprise mindset.
