Making a Market: eBay, StubHub, and Swaptree

by: Robert J. Dolan

Publication Date: December 16, 2009
Length: 8 pages
Product ID#: 1-428-994

Core Disciplines: Strategy & Management

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Teaching Note

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This case is comprised of three concise vignettes describing three different online commerce sites: eBay, StubHub, and Swaptree. All three have become viable companies very quickly. From their experiences, lessons can be learned about making a market. This case can be used for students to compare and contrast the three different systems as well as analyze who the beneficiaries are of the new markets these companies have created.

Teaching Objectives

After reading and discussing the material, students should:

  • compare three different online commerce sites: eBay, StubHub, and Swaptree,
  • from their experiences, draw lessons about making a market,
  • generalize lessons about making a market to other businesses