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Product Development at StubHub: Don't St...

Markou, Panos, Cha...

Case

Product Development at StubHub: Don't Stop Believin'

Markou, Panos; Chao, Raul O.; Goldberg, Rebecca

OM-1705 | | 12 pages Case

Collection: Darden School of Business

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Product Details

Arnie Katz, chief product and technology officer at StubHub (SH), was helping to lead a contest intended to result in innovative and valuable new ideas. Product managers presented more than 100 new business initiative proposals to create new value for customers and provide additional revenue streams and differentiation opportunities. The secondary-ticket (resale) market in the United States was becoming increasingly fragmented, and SH was losing market share. It was imperative to move SH from being a trusted platform for conducting ticket-resale transactions to becoming an integral part of fans’ experience of live events. This case is intended to be used in conjunction with a technical note on product–market alignment (PMA): "Product–Market Alignment" (UVA-OM-1706). Katz and his teams conduct successive rounds of investigation and data gathering across the three dimensions of PMA: defining the customer need, identifying business value, and evaluating operational capabilities. This case also presents a bridge between high-level operations strategy and a more granular discussion of process capabilities. Agile software development is discussed. This case is suitable for operations-management classes focusing on Agile, scale-up, product and project management, emerging technology, and new product development. It can be used with a graduate, undergraduate, or executive education audience.