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February 2008 (Revised April 2008)
Case

Avaya (A)

Avaya's top management wants to improve demand generation. This requires an improvement in the relationship between Sales and Marketing. This case series (Avaya (A)-(D)) walks the student through each phase of this process. The (A) case begins with background on the... View Details

Keywords: Marketing; Demand and Consumers; Performance Improvement; Relationships; Sales; Cooperation

April 2018
Teaching Plan

NBCUniversal Telemundo: Transforming Latino Television

By: Henry McGee

Teaching Plan for HBS No. 318-018. View Details

Keywords: Television Industry; Television Advertising; Broadcasting; Telecommunications; Internet; Digital Marketing; Telecommunications Industry; Media and Broadcasting Industry; Miami

September 2015
Teaching Note

Sustainability at IKEA Group

By: Michael W. Toffel

Can IKEA Group double its global sales within a decade by expending in emerging markets while implementing on its ambitious sustainability strategy that included focusing on raw material sourcing and suppliers’ production processes? The case focuses on IKEA Group’s... View Details

Keywords: Supply Chain Management; Emerging Markets; Environmental Sustainability; Globalized Markets and Industries; Consumer Products Industry

21 Jul 2022
Research & Ideas

Did Pandemic Stimulus Funds Spur the Rise of 'Meme Stocks'?

The US government set out to support consumers and jolt the economy when it issued federal stimulus checks during the early months of the COVID-19 pandemic. But actually, that money helped propel questionable investments in “meme stocks,” one of the most visible... View Details

Keywords: by Rachel Layne; Financial Services

10 Feb 2015
First Look

First Look: February 10

entry) as a means of reconciling non-monotonic incentive responses to competition, effectively manipulating the number and skills distribution of contestants facing one another. February 2015 GfK Marketing Intelligence Review Beyond... View Details

Keywords: Sean Silverthorne

September 2008 (Revised August 2009)
Case

Columbus Tubing: Steel is Real

By: Daniel C. Snow, Gary P. Pisano, Elena Corsi and Gudrun Urfalino Kristinsdottir

Columbus Tubing must choose to improve an old technology (steel) or to develop a new material (carbon fiber). The decision must take into account a complicated context: increased demand for the "old" steel products made in Italy, increasing power of carbon fiber... View Details

Keywords: Decision Choices and Conditions; Resource Allocation; Production; Research and Development; Information Technology; Bicycle Transportation; Asia; Italy

August 2022 (Revised June 2024)
Exercise

How Should Netflix Add an Ad-Supported Tier?

By: Elie Ofek and Olivier Toubia

In the summer of 2022, it became clear that Netflix would introduce an ad-supported tier alongside its existing subscription plans in the near future. Speculation abounded as to the details of the new tier: How many minutes of advertising would it include? What picture... View Details

Keywords: Pricing; Television Industry; Price; Marketing Strategy; Digital Platforms; Customer Value and Value Chain; Competitive Strategy; Customer Satisfaction; Entertainment and Recreation Industry

April 1993 (Revised May 2009)
Case

Aravind Eye Hospital, Madurai, India: In Service for Sight, The

By: V. Kasturi Rangan

Starting as a modest 20-bed hospital, Aravind had grown into a 1,400-bed hospital complex by 1992. It had by then screened 3.65 million patients and performed 335,000 cataract surgeries, nearly 70% of them free of cost for the poorest of India's blind population.... View Details

Keywords: Developing Countries and Economies; Social Marketing; Service Delivery; Service Operations; Welfare; Expansion; Health Industry; India

November 1978 (Revised December 1979)
Case

Federal Express (C)

The Marketing Director for Federal Express, a fast growing freight airline specializing in small packages, must select a strategy to achieve a big sales increase for one of the company's services. First he must decide on the relative emphasis to place between... View Details

Keywords: Product Marketing; Sales; Air Transportation Industry; Service Industry; United States

May 2007 (Revised July 2011)
Case

The West German Headache Center: Integrated Migraine Care

By: Michael E. Porter, Clemens Guth and Elisa M. Dannemiller

Describes the joint efforts of the German health plan KKH and Essen University Hospital to develop an integrated practice unit (IPU), and the West German Headache Center's efforts to improve the quality of migraine care. Provides an overview of the German health care... View Details

Keywords: Business Model; Health Care and Treatment; Medical Specialties; Industry Structures; Service Delivery; Integration; Health Industry; Germany

July 2004 (Revised December 2004)
Case

RelayHealth

By: Joseph B. Lassiter III and Elizabeth Kind

RelayHealth provides secure, online communications for doctors, patients, and health plans. The company's services include online consultations, prescription renewals, and appointment scheduling. RelayHealth's business model derives subscription revenue from doctors... View Details

Keywords: Communication Technology; Internet and the Web; Consumer Behavior; Entrepreneurship; Health Care and Treatment; Growth and Development Strategy; Health Industry; Telecommunications Industry

December 2015 (Revised September 2016)
Supplement

ANA (B)

By: Doug J. Chung and Mayuka Yamazaki

All Nippon Airways (ANA) became the largest airline in Japan in 2013. Having been designated as a domestic carrier by the Japanese government till the mid-1980s and Japan being the sixth largest domestic airline market, two-thirds of ANA’s passenger revenue came from... View Details

Keywords: Demand and Consumers; Analysis; Economics; Price; Marketing Strategy; Competitive Strategy; Product; Policy; Air Transportation Industry; Japan

October 2023 (Revised April 2024)
Case

TetraScience: Unlocking the Power of Scientific Data

By: Satish Tadikonda and William Marks

After pivoting from a focus on hardware to a focus on scientific data, TetraScience, led by veteran SaaS executive, Patrick Grady and Founder Spin Wang, has embarked on a journey from nearly cash-out to a player in the scientific data management space. This case... View Details

Keywords: Business Model; Change Management; Entrepreneurship; Information Management; Business Strategy; Market Entry and Exit; Information Technology Industry

December 2008 (Revised January 2011)
Case

Arcadia Biosciences: Seeds of Change

By: Arthur A. Daemmrich, Forest L. Reinhardt and Mary Louise Shelman

Arcadia Biosciences is an entrepreneurial California agricultural biotech company seeking to earn carbon credits by modifying commodity crops for use in China and India. Eric Rey, Arcadia's CEO, faced a strategic inflection point in early September 2008. The company... View Details

Keywords: Business Startups; Entrepreneurship; Growth and Development Strategy; Environmental Sustainability; Science-Based Business; Climate Change; Agriculture and Agribusiness Industry; Biotechnology Industry; China; India; California

October 2023
Case

Vida Health: Transforming Chronic Disease Treatment

By: William Sahlman and Nicole Tempest Keller

San Francisco based Vida Health, founded by Stephanie Tilenius, former vice president of Commerce and Payments at Google, was a B2B digital health startup focused on the treatment of cardiometabolic conditions, such as diabetes and obesity. Its innovative digital... View Details

Keywords: Corporate Strategy; Growth and Development Strategy; Demand and Consumers; Health Care and Treatment; Product Marketing; Risk and Uncertainty; Technological Innovation; Health Industry; Technology Industry; United States; California; San Francisco

March 2021
Technical Note

Competitive Strategy in International Construction

By: John D. Macomber and Emrah Ergelen

Construction of buildings and infrastructure is one of the largest industries in the world in terms of volume. It is also one of the most physically risky, financially uncertain, and politically impacted. The industry is highly fragmented since there are few economies... View Details

Keywords: Construction; Infrastructure; Strategy; Marketing Strategy; Competitive Strategy; Strategic Planning; Global Range; Construction Industry

January 2009
Case

Supersonic Business Jets

By: Dennis A. Yao and Julia Rozovsky

In the fall of 2002, Brian Barents, ex-CEO of Galaxy Aerospace, faced an important decision: whether or not to enter the supersonic business jet (SSBJ) industry. Supersonic flight-flight faster than the speed of sound-had long tantalized leaders of commercial aerospace... View Details

Keywords: Corporate Entrepreneurship; Governance Compliance; Market Entry and Exit; Business Strategy; Cooperation; Aerospace Industry

11 Aug 2008
Research & Ideas

Strategy Execution and the Balanced Scorecard

committed to strategic issues. We don't advocate abandoning an intense focus on operations and their improvement. But we do advocate planning strategy, not just describing it as important. The senior management team needs to have regular,... View Details

Keywords: by Martha Lagace

17 Feb 2014
Research & Ideas

Companies Detangle from Legacy Pensions

option is for companies to "de-risk" their pension plan by putting assets into more predictable investments that generate enough income while still reducing the risk due to market or interest rate... View Details

Keywords: by Michael Blanding; Aerospace; Financial Services

May 1986
Supplement

General Mills, Inc.: Yoplait Custard-Style Yogurt (B)

By: John A. Quelch

Yoplait's director of new product development is finalizing plans for the national introduction of custard-style Yoplait. Based on the results of a mini-market test and a BASES laboratory test market. View Details

Keywords: Food; Product Launch; Product Development; Product Marketing; Food and Beverage Industry; United States

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