Groupon’s CEO Andrew Mason made a terrible mistake when he refused to accept Google’s $6 billion dollar offer to acquire his company. About a year after its IPO in 2011, Groupon’s market capitalization was only $2.5 billion, and its main product was coming to be thought of as junk e-mail. The company has pursued growth through expanding into new services and products, with the goal of becoming an e-commerce platform that “locks in” the business of local merchants.
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Beiles, Kevin, Trip Humphrey, Ed Solarz, and Jeffrey S. Harrison. Groupon, Inc. Case Study. University of Richmond: Robins School of Business, 2012.