Levina, Natalia. “Broadvision,
Inc. 2000,” Teaching Case prepared under the supervision of
Prof. Erik Brynjolfsson for Electronic Commerce and Marketing Course, MIT Sloan School of
Management, September 2000.
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On its way to becoming the SAP of the e-business world, in
September 2000 BroadVision already had 7 E-business applications on the market
covering B2C, B2B, B2E, B2B2B, and B2B2C spaces. BroadVision One-to-One Enterprise, which incorporates
Broadvision’s rule-based personalization engine, remained a common backbone
technological platform for its applications.
Pehong Chen, the CEO, repeatedly calls his new strategy the creation of
“high yield enterprise e-business ecosystem solution space.” But, unlike
SAP, BroadVision wants to be “one stop shop” for all customer needs, from
procurement to marketing, rapidly spanning many vertical and horizontal markets.
“It will be packaged solutions at the end of the day,” stated Chen.
Chen believes that BroadVision can win in the e-business packaged
application space due to its robust set of complete solutions and its deep
knowledge of the customer.
This case was prepared by Natalia Levina (PhD 2001 - MIT
Sloan School of Management) under the supervision of Prof. Erik Brynjolfsson of
the MIT Sloan School of Management. The case is a follow up to the Broadvision
Case 1999 prepared by Brynjolfsson, DeLay, and Charlet (available from HBS
Publishing). The cases were developed as the basis for class discussion rather
than to illustrate either effective or ineffective handling of an administrative
situation. Teaching notes are
available from the authors.
Copyright ©2000 by the MIT Sloan School of Management.
All rights reserved.