Iuiga’s Conundrum: ‘Clicks’’ only or ‘Bricks’ too?

Iuiga’s Conundrum: ‘Clicks’’ only or ‘Bricks’ too?

Set in 2018, the case describes how Zang Hao, the CEO and co-founder of Iuiga, a Singapore based e-commerce start-up, eschewed the conventional e-retailing model by acquiring complete control over its value chain including ownership of the items retailed through the adoption of original design manuf...

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Bibliographic Details
Main Authors: TULI, Kapil R., CHANDUKALA, Sandeep R., BHARDWAJ, Sheetal
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2019
Subjects:
E-Commerce entrepreneurialism
Retail
Pricing strategy
Value proposition
Marketing
Brand building
E-Commerce
Online Access:https://ink.library.smu.edu.sg/cases_coll_all/267
https://smu-my.sharepoint.com/personal/chiweichan_smu_edu_sg/_layouts/15/onedrive.aspx?listurl=https://smu.sharepoint.com/sites/admin/CMP&id=/sites/admin/CMP/cases/SMU-19-BATCH [PDF-Pic]/SMU-19-0011 [Iuiga]/SMU-19-0011 [Iuiga].pdf&parent=/sites/admin/CMP/cases/SMU-19-BATCH [PDF-Pic]/SMU-19-0011 [Iuiga]
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Institution: Singapore Management University
Language: English

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