Cybersmith is a new company that has created a new concept of retail. This particular store was reported in more than 250 newspapers, and every major U.S. television network. Someone can classify it as an online café, but the management is positioned as a store much more than coffee and computers. They look at the concepts, as sales experience. Coffee and books just to add to the core experience. This case is described in detail the operation's flagship store, located in Harvard Square in Cambridge, Massachusetts. Management needs to make a decision on where to find the next store. This seemingly innocent question has a number of interesting problems, such as: What is the main product / service? Who is the client? That will build loyalty to the store? Which online presence should they have? Will the economic model is sustainable? That the joint venture partners is better? Rich data about customers and customer behavior, as well as potential joint venture partners. The shop works advanced technologies, including virtual reality. "Hide
by John J. Sviokla, Thomas A. Gerace Source: Harvard Business School 20 pages. Publication Date: October 23, 1995. Prod. #: 396314-PDF-ENG
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