Publications
Publications
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(4,329)
- Faculty Publications (914)
- January 2023
- Case
Natura: Weathering the Pandemic at Brazil's Cosmetic Giant
By: Brian Trelstad, Pedro Levindo and Carla Larangeira
Brazil's Natura, a multi-brand cosmetics group, has taken several measures to safeguard the livelihoods of its thousands of employees and millions of sales representatives during the COVID-19 health and economic crisis. The company has also made strides in its efforts... View Details
Keywords: COVID-19 Pandemic; ESG Reporting; Acquisition; Customer Focus and Relationships; Decision Making; Social Entrepreneurship; Environmental Sustainability; Environmental Management; Climate Change; Ethics; Moral Sensibility; Values and Beliefs; Global Strategy; Corporate Governance; Health Pandemics; Human Resources; Human Capital; Crisis Management; Growth and Development Strategy; Marketing; Distribution Channels; Supply Chain; Corporate Social Responsibility and Impact; Mission and Purpose; Organizational Culture; Customer Ownership; Relationships; Business and Community Relations; Business and Stakeholder Relations; Networks; Partners and Partnerships; Science-Based Business; Reputation; Human Needs; Social Issues; Strategy; Equality and Inequality; Beauty and Cosmetics Industry; Brazil; Latin America
- January 2023 (Revised April 2024)
- Case
First to Fight? Culture, Tradition, and the United States Marine Corps (USMC)
By: Ranjay Gulati, Akhil Iyer and Joel Malkin
Over a history of more than 240 years, the United States Marine Corps has forged a distinct culture and institutional identity centered on its “warrior ethos.” In the wars of American history, Marines fought with uncommon valor, rising to international prominence for... View Details
- 13 Dec 2022
- Interview
Why Some Start-Ups Fail to Scale
By: Jeffrey Rayport and Curt Nickisch
Managing rapid growth is a huge challenge for young businesses. Even start-ups with glowing reviews and skyrocketing sales can fail. That’s because new ventures and corporate initiatives alike have to sustain profitability at scale, according to Harvard Business School... View Details
- December 2022 (Revised January 2023)
- Case
Cann: High Hopes for Cannabis Infused Beverages
By: Ayelet Israeli and Anne V. Wilson
Founded in 2018 by Jake Bullock and Luke Anderson, Cann sold “social tonics,” or cannabis-infused beverages. By 2022, the company had several notable celebrity investors and talent partners, had sold over 10 million beverages to consumers, was distributing in six... View Details
Keywords: Stigma; Product Innovation; Product Introduction; Product Differentiation; New Products; New Product Marketing; New Product Management; Brand Management; Branding; Packaging; Positioning; Growth Strategy And Execution; Growth; Cannabis Industry; Purpose; Purpose Brands; LGBTQ; Direct-to-consumer; DTC; Regulations; Channels Of Distribution; Product Development; Product Marketing; Product Positioning; Product; Innovation and Invention; Brands and Branding; Marketing; Marketing Communications; Marketing Channels; Advertising; Advertising Campaigns; Digital Marketing; Market Entry and Exit; Governing Rules, Regulations, and Reforms; Consumer Products Industry; Food and Beverage Industry; United States; Canada; North America
- December 2022
- Supplement
Freelancer, Ltd. Case Supplement
By: Christopher Stanton, Karim R. Lakhani, Jin Hyun Paik and Nina Cohodes
Over the course of the 2010s, the rapid advancement of mobile technologies and the rise of online freelancing platforms seemed to portend a radical transformation of labor markets into on-demand, flexible talent pools. Even though several Fortune 500 companies,... View Details
Keywords: Labor Markets; Freelancers; Change Management; Corporate Entrepreneurship; Globalized Firms and Management; Human Capital; Employment; Digital Platforms; Global Range; Adoption; Governing Rules, Regulations, and Reforms; Growth and Development Strategy; Computer Industry; Electronics Industry; Employment Industry; Information Industry; Australia; United States; Philippines
- December 2022
- Article
I Don't 'Recall': The Decision to Delay Innovation Launch to Avoid Costly Product Failure
By: Byungyeon Kim, Oded Koenigsberg and Elie Ofek
Innovations embody novel features or cutting-edge components aimed at delivering desired customer benefits.
Oftentimes, however, we observe the need to recall new products shortly after their introduction. Indeed, a firm
may rush an innovation to market in an attempt... View Details
- November 2022
- Case
The Battle Among Channels for Marketing Pharmaceuticals: UpScript, Pharmacy Benefit Managers, and Direct-to-Consumer Sales
By: Regina E. Herzlinger and Tiffany Farrell
Can an online, direct-to-consumer pharmacy both improve the quality and speed of care for patients who need branded drugs and stabilize profits for pharmaceutical manufacturers? UpScript, after years spent achieving legal and regulatory compliance and simultaneous... View Details
- November 10, 2022
- Article
5 Ways Startups Can Prepare for a Recession
By: Lou Shipley
Startups face unique challenges during economic downturns. They typically aren’t yet profitable and so are reliant on outside funding—and therefore are especially exposed when macroeconomic conditions change. To make it through a recession, startup CEOs should hit the... View Details
- 2022
- Article
How Does Working from Home during COVID-19 Affect What Managers Do? Evidence from Time-Use Studies
By: Thomaz Teodorovicz, Raffaella Sadun, Andrew L. Kun and Orit Shaer
We assess how the sudden and widespread shift to working from home during the pandemic impacted how managers allocate time throughout their working day. We analyze the results from an online time-use survey with data on 1,192 knowledge workers (out of which 973 are... View Details
Keywords: Time-use; Working-from-home; COVID; Managers; Knowledge Workers; Health Pandemics; Time Management
- October 2022
- Case
Ethena: A Go-to-Market Dilemma
By: Rembrand Koning and Stacy Straaberg
In November 2021, Roxanne Petraeus and Anne Solmssen, founders of Brooklyn-based software-as-a-service (SaaS) startup Ethena, were looking to expand their compliance training business. The founders hired Arnie Gullov-Singh, an outside revenue consultant, to advise on... View Details
- September 2022 (Revised January 2025)
- Case
The Pokémon Company: Evolving into an Everlasting Brand
By: Tomomichi Amano and Masaki Nomura
Super Bowl 50, the fiftieth annual championship game of the American National Football League played in February 2016, featured 52 commercials, and brands spent more than six million dollars each for a 30-second commercial slot. Surprisingly, the commercial that... View Details
- September 2022
- Case
AllSpice: GitHub for Hardware Engineers
By: Jeffrey J. Bussgang and Mel Martin
AllSpice, a software-as-a-service company that built a GitHub-like revision control tool for hardware engineers, was in the midst of preparing for rapid scale when the 2022 market downturn left them with big decisions to make. Cofounder and CEO Valentina Ratner had to... View Details
- September 2022 (Revised November 2022)
- Case
The Uyghur Forced Labor Prevention Act: Trade and Genocide in U.S.-China Relations
By: Jeremy Friedman and David Lane
On June 21, 2022, the Uyghur Forced Labor Prevention Act (UFLPA) went into effect, requiring companies to prove that goods imported from the People’s Republic of China were not made with forced labor. The bill was a reaction to reports of products being made with... View Details
Keywords: Ethics; Multinational Firms and Management; Globalized Markets and Industries; Governing Rules, Regulations, and Reforms; Policy; Government Legislation; International Relations; Labor; Wages; Law Enforcement; Law; Rights; Operations; Supply Chain Management; Business and Government Relations; Agriculture and Agribusiness Industry; Manufacturing Industry; Mining Industry; China; United States
- August 2022 (Revised March 2025)
- Case
Wasabi Technologies (A)
By: N. Louis Shipley and Mel Martin
After launching a successful hot cloud storage company, Founder and CEO David Friend is ready to scale the venture rapidly. Wasabi Technologies had focused primarily on direct sales, but an opportunity to pivot to channel sales was on the horizon. The company’s major... View Details
- August 2022
- Case
Meaningful Gigs
By: Brian Trelstad and Rachel Philbin
In October 2020, just a year after founding their company Meaningful Gigs, founders Ronnie Kwesi Coleman and Stephanie Nachemja-Burton prepared for a vital investment meeting with Rethink Education. They had already reached $400,000 in annually recurring revenue (ARR)... View Details
- August 2022
- Case
Negotiating Peace in Colombia
By: Deepak Malhotra and Cody Smith
This case follows the protracted armed conflict between the Colombian government and the Revolutionary Armed Forces of Colombia (FARC), tracing it from its origins over 50 years ago, through the private and public negotiations that ultimately resulted in the 2016... View Details
- July 2022
- Case
David Crane’s Clean(er) Energy Strategy at NRG
By: George Serafeim, Michael W. Toffel and Tom Quinn
In 2015, David Crane was the CEO of NRG, the second-largest energy producer in the United States. NRG got most of its power from fossil fuels, but Crane – hired as CEO in 2003 as NRG emerged from bankruptcy – had invested heavily in alternative energy, loudly... View Details
- July 2022
- Case
boAt Lifestyle
By: Rajiv Lal and Kairavi Dey
boAt began as a lifestyle brand in the consumer electronics category in 2016 with the aim of bringing affordable, durable, and fashionable audio products and accessories to millennials and Gen-Z customers in India. Born in 2016 with Amazon India as its only sales... View Details
- July 2022
- Teaching Note
Arçelik (A), (B): From a Dealer Network to an Omnichannel Experience
By: Ayelet Israeli, Fares Khrais and Menna Hassan
Arçelik Turkey, the country’s market leader in household appliances, was at an omnichannel crossroads in January 2020. Arçelik was a B2B player utilizing a dealership network with an umbrella of brands and had one of the largest brick-and-mortar store networks in... View Details
Keywords: Digital Marketing; Bricks And Mortar; Franchise Management; Franchising; Dealer Network; Dealers; B2B; B2B2C; Tradition; Culture Change; Cultural Adaptation; Omnichannel; Omnichannel Retail; Omni-channel; Omnichannel Retailing; Sales Channels; Sales Channel Development; Channel Management; Channels Of Distribution; Marketplace; Platforms; Collaboration; Online Channel; Online Data; Online Sales; Online Shopping; Online; Retail; Retailing; Disruption; Transformation; Franchise Ownership; Change Management; Partners and Partnerships; Consumer Behavior; Sales; Internet and the Web; Marketing Strategy; Conflict and Resolution; Conflict Management; Organizational Culture; Distribution Channels; Digital Transformation; Electronics Industry; Retail Industry; Consumer Products Industry; Turkey
- June 2022
- Case
Mossadeq’s Gambit: The US, UK, and Iranian Oil Nationalization
By: Jeremy Friedman and Jingyu Liu
Many of the West’s political problems in the Middle East and in Iran in particular can be traced to the overthrow of Prime Minister Mohammad Mossadegh by military forces supported by the American CIA and the British MI6 in August 1953. Mossadegh, at the head of a... View Details