Marketing Plans - Publications - Faculty & Research

March 2020
Case

Voi Technology

Voi Technology, a fast-growing start-up out of Sweden, is competing in the highly contested European e-scooter sharing market. With a presence in nearly 40 cities in Europe by February 2020, the firm is working hard to improve its unit economics to reach profitability.... View Details

Citation

Educators

Purchase

October 2013 (Revised August 2016)
Case

NOWaccount

By: Ramana Nanda, William A. Sahlman and Lauren Barley

It was September 2013, and NOWaccount Network Corporation (NOW®) co-founders John Hayes and Lara Hodgson were putting the final touches on the presentation deck for their annual shareholders' meeting. Along with co-founder Stacey Abrams, the pair had designed NOW's... View Details

Keywords: Entrepreneurial Finance; Finance; Entrepreneurship

Citation

Educators

Purchase

18 Sep 2007
Research & Ideas

How Brand China Can Succeed

Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business Online. It is reprinted on HBS Working Knowledge.As the British nineteenth... View Details

Keywords: by John Quelch

16 Jan 2013
Research & Ideas

The Messy Link Between Slave Owners and Modern Management

data to calculate punishment, meting out whippings according to how many pounds each picker fell short. Similar incentive plans reappeared in early twentieth-century factories, with managers dangling the promise of cash rewards if their... View Details

Keywords: by Katie Johnston

September 2006 (Revised November 2006)
Supplement

SUN Brewing (A) (CW)

The Khemka family of India--founders, managers, and majority owners of Russia-based SUN Brewing--faces a difficult decision in 1998. Following the ruble's massive devaluation in August 1998, the stock price of SUN brewing, which is publicly listed on the Luxemburg... View Details

Keywords: Financial Crisis; Emerging Markets; Family Business; Financing and Loans; Capital Markets; Decision Choices and Conditions; Food and Beverage Industry; India; Russia

Citation

Purchase

24 Apr 2017
Op-Ed

Op-Ed: Courage: The Defining Characteristic of Great Leaders

automate its factories, Mulally borrowed $23.5 billion, convincing the Ford family to pledge its stock and the famous Ford Blue Oval as collateral. His bold move paid off. Unlike its Detroit competitors, Ford avoided bankruptcy, regained View Details

Keywords: by Bill George; Auto; Food & Beverage

August 2019
Teaching Note

Back to the Roots

By: Elizabeth A. Keenan and Leslie K. John

Email mking@hbs.edu for a courtesy copy.

This Teaching Note explains the theory of the case and teaching plan for the case: Back to the Roots HBS case No. 518-073. Back to the Roots (BTTR) is a start-up with a... View Details

Keywords: Organic Food; Startup; Crowdfunding; Sustainability; Transparency; Entrepreneurship; Product Development; Product Marketing; Growth and Development Strategy; Decision Making; Food; Food and Beverage Industry

Citation

Purchase

September 2009 (Revised November 2021)
Case

OnStar: Not Your Father's General Motors

By: Clayton M. Christensen

After two years of less than stellar performance resulting in sales well below plan, senior management at General Motors (GM) mobile telecommunications service start-up, OnStar, recognized that without a substantial change in their strategy, support for the venture... View Details

Keywords: Change Management; Decision Choices and Conditions; Growth and Development Strategy; Corporate Strategy; Technology; Risk and Uncertainty; Joint Ventures; Corporate Entrepreneurship; Product Positioning; Risk Management; Auto Industry; Telecommunications Industry

Citation

Educators

Purchase

January 1990 (Revised March 1991)
Case

American Red Cross Blood Services: Northeast Region

By: Robert L. Simons

Recounts the financial difficulties and management changes experienced by American Red Cross Blood Services: Northeast Region (NER) during the 1980s. After summarizing industry-wide changes in the collection, testing, and distribution of blood and blood products, the... View Details

Keywords: Change Management; Budgets and Budgeting; Financial Management; Restructuring; Health; SWOT Analysis; Social Enterprise; Marketplace Matching; Management Style; Organizational Culture; Organizational Change and Adaptation; Medical Devices and Supplies Industry; Health Industry; North and Central America

Citation

Educators

Purchase

04 Feb 2002
Research & Ideas

How a Juicy Brand Came Back to Life

marketing, having developed Gatorade into a powerhouse national brand by skillfully executing a plan drawn straight from the marketing textbooks. After purchasing the sports drink from Stokely-Van Camp in... View Details

Keywords: by John Deighton; Food & Beverage

January 2011
Case

Sidoti & Company: Launching a Micro-Cap Product

By: Boris Groysberg, Paul M. Healy and Sarah Abbott

It is 2010 and Sidoti & Company, a New York-based brokerage firm specializing in small capitalization stocks, has just launched a new product- micro cap stock research. The firm has hired a group of five analysts who will produce written research reports on micro-cap... View Details

Keywords: Business Model; Financial Strategy; Product Launch; Strategic Planning; Corporate Strategy; Financial Services Industry; New York (city, NY)

Citation

Find at Harvard

August 2006 (Revised June 2010)
Case

SUN Brewing (A)

The Khemka family of India, founders, managers, and majority owners of Russia-based SUN Brewing, faces a difficult decision in 1998. Following the rouble's massive devaluation in August 1998, the stock price of SUN Brewing, which is publicly listed on the Luxemburg... View Details

Keywords: Family Business; Decision Choices and Conditions; Capital Markets; Financing and Loans; Emerging Markets; India; Russia

Citation

Educators

Purchase

26 Nov 2013
First Look

First Look: November 26

surrounding their adoption. This finding raises the possibility that even though GPs facilitate some value-increasing acquisitions, they do have, on average, an overall negative effect on shareholder wealth; this effect could be due to GPs weakening the force of the... View Details

Keywords: Sean Silverthorne

February 2018 (Revised August 2018)
Case

Blue Haven Initiative: The PEGAfrica Investment

By: Vikram S. Gandhi, Caitlin Reimers Brumme and Amram Migdal

This case examines Blue Haven Initiative (BHI), an impact investing fund and family office, and one of its investments, PEGAfrica (PEG). BHI founder Liesel Pritzker Simmons’ motivations for using her family wealth to start a family office focused on impact investing,... View Details

Keywords: Impact Investing; Family Office; Development; International Development; International Development Investing; Development Fund; Sustainability; Solar Energy; Solar; Pay As You Go; PAYG; MFI; Social Venture; Business Ventures; Acquisition; Business Growth and Maturation; Business Startups; Economics; Development Economics; Energy; Energy Conservation; Energy Sources; Renewable Energy; Social Entrepreneurship; Finance; Assets; Asset Pricing; Capital; Capital Budgeting; Capital Structure; Venture Capital; Cash; Cash Flow; Currency; Currency Exchange Rate; Equity; Private Equity; Financial Instruments; Debt Securities; Stock Shares; Financing and Loans; Microfinance; International Finance; Investment; Investment Return; Investment Activism; Investment Funds; Investment Portfolio; Price; Geography; Geographic Location; Emerging Markets; Ownership; Ownership Stake; Private Ownership; Social Enterprise; Value; Valuation; Value Creation; Energy Industry; Financial Services Industry; Green Technology Industry; Africa; United States

Citation

Educators

Purchase

August 2006 (Revised September 2012)
Case

Arrow Electronics--The Apollo Acquisition

By: Stephen P. Kaufman

Having already made 10 acquisitions of competitors in the last decade, the CEO of Arrow is evaluating the acquisition of another small competitor to boost sales, become #1 in a niche market segment, and achieve economies of scale. He is struggling with whether the deal... View Details

Keywords: Mergers and Acquisitions; Integration; Valuation; Performance Evaluation; Competitive Strategy; Corporate Strategy; Strategic Planning; Growth and Development Strategy; Electronics Industry; United States

Citation

Educators

Purchase

17 Jan 2017
First Look

First Look at New Research: January 17

style, and thus set prices that limit market penetration. The winning strategy diverges from this approach in almost every respect. When innovators develop products that people want to pull into their lives, they create View Details

Keywords: Sean Silverthorne

02 May 2005
Research & Ideas

Four VCs on Evaluating Opportunities

positioning story or sizzle. The details can be filled in later. We have a process here called SEMS, or Systematic Emerging Market Selection. We do a SEMS project for every investment we make. Twice a year at our View Details

Keywords: by Lauren Barley

15 Nov 2022
Book

Stop Ignoring Bad Behavior: 6 Tips for Better Ethics at Work

In 1995, Purdue Pharma began selling a powerful and addictive opioid drug called OxyContin. The company was aware that the drug, which was marketed to doctors as a safe way to manage chronic pain, was a potent narcotic that could quickly... View Details

Keywords: by Pamela Reynolds

27 Nov 2019
Sharpening Your Skills

Secrets for Creating a Long-Lasting Brand

aboard with a plan to revive the brand. Why Your Company Wants to be a 'Cognitive Referent' (Hint: SpaceX) Companies that come to epitomize a nascent market—think Uber, Starbucks, or SpaceX—can capture greater success than other startups.... View Details

Keywords: by Sean Silverthorne; Retail

November 2005 (Revised August 2007)
Case

ConAgra Foods: The Next Chapter

By: Ray A. Goldberg and Mary L. Shelman

In 2005, CEO Bruce Rohde has almost completed the integration of ConAgra Foods' collection of 90 independent operating companies into a focused, value-added firm and was beginning to think about his successor. ConAgra had become the second largest food company and No.... View Details