Abstract

The case examines various strategies adopted by the US based Gateway Inc, a leading computer retailer, in its efforts to capture a sizeable market share in the consumer and small business segment in the US. It discusses in detail the 'clicks-and-mortar' and 'beyond-the-box' strategies, their implementation by Gateway and their implications. The case also identifies the drawbacks of these strategies that resulted in their short-term success. Finally, the case describes the 'new' strategy announced by Gateway in late 2002 and examines its implications for the company in 2003 and beyond.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Focus new business models.

Keywords

Gateway Inc, retailer, sizeable market, small business segment, US, clicks-and-mortar, beyond-the-box, strategies, Gateway, drawbacks, strategies, short-term success, 2002, implications, 2003