Case Study Assignment Questions
EBay Case Study: “EBay Analytics: Innovation Inspired by Opportunity"1. How could faster and cheaper experimentation result in more innovation at eBay?
According to John Donahoe, Ebay Inc President, “ Technology is creating a commerce
revolution, and we are in the forefront with strong mobile leadership and a focus on
helping retailers and brands engage consumers anytime, anywhere” (Chaffey, 2013).
EBay is already working hard to make faster and cheaper experimentation. It does not
mean that the company is not spending money on experimentation.
2. Could there be a point at which too much experimentation will be counter-productive?Counter-productive implies that too much experimentation can sometimes result in
hindering the achievement of a goal or may become an obstacle in the production
process. It is true to some extent because when too much money, time and resources are
3. If you were Bob Page, how would you set up a governance structure to prioritize andincentivize experiments?
In order to create a motivational influence and prioritize experiments, a proper
governance structure is essential. Therefore, if I were Bob Page, I would have set up the
governance structure in such a way that it would give priority to the experiments and
create a motivational influence.