Building a Furniture Brand with a Nondescript Name

Wayfair has been around since the early days of ecommerce. But where it now exists as a single, popular brand, it was once an unaffiliated collection of 240 websites selling very different things. Harvard Business School professor Thales Teixeira takes listeners on a journey through the rise of internet sales and search engine marketing, and into the minds of the company’s executives as they built an online furniture giant from scratch. Teixeira is the author of the case entitled “Building an e-Commerce Brand at Wayfair.”