Jet builds a new brand strategy following Walmart acquisition

This event report addresses how Jet, the ecommerce company, is reconfiguring its strategy having been acquired by Walmart, the world's largest retailer.

Jet builds a new brand strategy following Walmart acquisition

Stephen WhitesideWarc

In September 2016, Walmart officially acquired Jet - a fledgling, 14-month-old ecommerce platform - for a combined $3.3 billion in cash and shares.

For Jet - and, in turn, R/GA and Maxus, its agencies - the transition from being a standalone startup to joining a massive legacy enterprise poses several immediate conundrums. Foremost among them are the status of its brand, how customers might react to the Walmart deal, and finding ways for the two organizations to achieve mutually-beneficial, long-term collaboration.

"I would say we probably haven't figured...

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