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  • July 2022 (Revised August 2022)
  • Case

Athletic Brewing Company: Crafting the U.S. Non-Alcoholic Beer Category

By: Ayelet Israeli and Anne V. Wilson
Athletic Brewing Company (“Athletic,” for short) was founded by Bill Shufelt and John Walker in 2017. In creating Athletic, Shufelt and Walker opened the first U.S. brewery and taproom fully devoted to the production of non-alcoholic (NA) craft beer. By 2021, Athletic... View Details
Keywords: Advertising; Brands and Branding; Product Development; Product Marketing; Product Positioning; Product Launch; Product Design; Product; Competition; Marketing; Entrepreneurship; Growth Management; Cultural Entrepreneurship; Culture; Food and Beverage Industry; United States
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  • 22 May 2012
  • First Look

First Look: May 22

Carliss Baldwin, and John Rusnak Publication:In Design Structure Matrix Methods and Applications, edited by S.D. Eppinger and T.R. Browning. The MIT Press, forthcoming Abstract An abstract is unavailable at this time. Publisher's Link: View Details
Keywords: Sean Silverthorne
  • Web

Business Insights Blog | HBS Online

News & Events Productivity Staff Spotlight Strategy Student Profiles Technology Work-Life Balance Courses Courses AI Essentials for Business Alternative Investments Business Analytics Business Strategy Business and Climate Change CLIMB CORe Creating View Details
  • Web

Online Entrepreneurship & Innovation Courses | HBS Online

& Clayton Christensen Strengthen your capacity to create winning strategies and bring innovations to market by discovering customer jobs to be done and aligning your business’s resources, processes, and profit formula. 6 weeks, 5 hrs/week Enroll by January 16 $1,850... View Details
  • 12 Aug 2019
  • Research & Ideas

How Scale Changes a Manager's Responsibilities

product designs because she was out fundraising or handling 27 other fires. Here’s how to avoid this: As early as you can in your company’s lifetime, articulate your company’s True North and product guardrails, and evangelize it like... View Details
Keywords: by Julia Austin
  • 10 Mar 2015
  • First Look

First Look: March 10

working paper: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2397317   Cases & Course Materials Harvard Business School Case 515-042 Simplot Plant Sciences: Designing a Better Potato Privately held Simplot has developed a new... View Details
Keywords: Carmen Nobel
  • 08 Apr 2019
  • Sharpening Your Skills

The Life of Luxury and How to Sell It

lucrative but often confusing dynamics of the luxury market. Harvard Business School researchers have studied the trends to answer a number of questions. Does a prestige brand like Longchamp dilute its aura by selling an affordable... View Details
Keywords: by Sean Silverthorne; Auto; Retail; Fashion
  • 17 Oct 2019
  • Research & Ideas

‘Chick Beer’ for Women? Why Gender Marketing Repels More Than Sells

Chick Beer tried to entice weight-conscious women with the brew’s 97 calories and 3.5 carbs per bottle, “about the same as half of a carrot.” And Clutch, a brand of dryer sheets, encourages men to “grab your manliness,” promising that... View Details
Keywords: by Dina Gerdeman; Consumer Products
  • 01 Sep 2023
  • News

Made in Italy

focused on the past, present, and future of capitalism and the iconic brands that have established the “Made in Italy” label as an international symbol of quality and luxury. The School’s elective IFCs bring second-year students... View Details
Keywords: April White
  • 06 Oct 2020
  • Sharpening Your Skills

18 Tips Managers Can Use to Lead Through COVID's Rising Waters

communications during the crisis, unless the product in question was specifically designed to help them with serious pandemic-related life challenges. Communications that were perceived to benefit the brand... View Details
Keywords: by Sean Silverthorne
  • Web

Virtual Job Search Teams - Alumni

Careers Virtual Job Search Teams Careers Virtual Job Search Teams Ready to make a career change? Considering that next step? Don’t struggle alone. Use the structure of a Virtual Job Search Team facilitated by an HBS Career Coach designed... View Details
  • 22 Sep 2009
  • First Look

First Look: September 22

domains—cars, dates, and hotels—we show that different attribute partitions impact the importance assigned to attributes (Studies 1 and 2), as well as consumer choices (Studies 3 and 4). We argue that these effects are due in part to users' willingness to use the... View Details
Keywords: Martha Lagace
  • 07 Jul 2015
  • First Look

First Look: July 7, 2015

Successful Products for Emerging Markets By: Winter, Amos, and Vijay Govindarajan Abstract—Multinationals are starting to catch on to the logic of reverse innovation, in which products are designed first for consumers in low-income... View Details
Keywords: Sean Silverthorne
  • 13 Jun 2017
  • First Look

First Look at New Research and Ideas, June 13

deontology consists of many principles, which might, at times, conflict. In three studies, we design a conflict around moral principles and find that the relationship between moral judgment and religiosity is more nuanced than currently... View Details
Keywords: Sean Silverthorne
  • May 2021 (Revised February 2024)
  • Teaching Note

THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)

By: Ayelet Israeli and Jill Avery
THE YES, a multi-brand shopping app launched in May 2020 offered a new type of buying experience for women’s fashion, driven by a sophisticated algorithm that used data science and machine learning to create and deliver a personalized store for every shopper, based on... View Details
Keywords: Data; Data Analytics; Artificial Intelligence; AI; AI Algorithms; AI Creativity; Fashion; Retail; Retail Analytics; E-Commerce Strategy; Platform; Platforms; Big Data; Preference Elicitation; Predictive Analytics; App Development; ＂Marketing Analytics＂; Advertising; Mobile App; Mobile Marketing; Apparel; Online Advertising; Referral Rewards; Referrals; Female Ceo; Female Entrepreneur; Female Protagonist; Analytics and Data Science; Analysis; Creativity; Marketing Strategy; Brands and Branding; Consumer Behavior; Demand and Consumers; Forecasting and Prediction; Marketing Channels; Digital Marketing; Internet and the Web; Mobile and Wireless Technology; AI and Machine Learning; E-commerce; Digital Platforms; Fashion Industry; Retail Industry; Apparel and Accessories Industry; Consumer Products Industry; United States
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  • Web

Winners & Runners-Up | New Venture Competition

Enterprise Track, 2021 Shelly Xu Design (SXD) Shelly Xu, HBS 2021 Ahmed Fardin Junga Park, HBS 2021 Social Enterprise Track & Crowd Favorite Winner Vocal Justice Shawon Jackson, HKS Social Enterprise Track Runner-Up Alumni Track, 2021... View Details
  • 31 Mar 2011
  • Research & Ideas

From SpinPop to SpinBrush: Entrepreneurial Lessons from John Osher

fact the product of a sharp intellect and dozens of lessons learned over the course of a long career. "He's a street-smart guy, and he has this observational power. He had in mind designing the perfect company, which included the... View Details
Keywords: by Dennis Fisher; Consumer Products
  • 01 Sep 2023
  • News

Case Study: The Home Team

Illustration by Jon Krause Illustration by Jon Krause Brendan Kennealey (MBA 2006) wasn’t even searching for a business idea. A couple of years ago, the Wilmington, Delaware, native met up with an old friend who’d bought a new house. Over dinner this friend enumerated... View Details
Keywords: Jen McFarland Flint; Real Estate
  • Web

Advisory Board - Entrepreneurship

opportunities. He graduated from Kenyon College, has one daughter, and lives in Wellesley, MA. Marla Malcolm Beck (MBA 1998), Bluemercury Marla Malcolm Beck is the co-founder and CEO of Bluemercury Inc., a high-growth luxury beauty retailer and cosmetics View Details
  • Web

Global Opportunity Fellowship GO: AFRICA - Alumni

are designed to bridge the gap between the recipient’s salary and $120,000 USD, with a maximum award of up to $50,000 USD per year. For example, if recipient’s salary is $85,000 USD, the GO Fellowship may be up to $35,000 USD. Beginning... View Details