Better simpler strategy - how Etsy has survived and thrived
By David Buckland
In this blog, Professor Felix Oberholzer-Gee from the Harvard Business School, helps to explain how Etsy has survived and thrived from the potential Amazon onslaught. October 2015 was a dark period for Etsy, the prominent US online marketplace for handcrafted goods. Amazon had just launched “Handmade” which competed directly with Etsy’s business.