Publications

28 May 2019
News

Case Study: Building the Base

initial step in his quest to help readers—particularly millennials and Gen Zers—better understand how the news is spun. The company’s launch product is a free daily newsletter that aggregates headlines from... View Details

Keywords: Jen McFarland Flint; News, Library, Internet, and Other Services; Information

11 Apr 2017
Blog Post

Why I Love My Job: Andrew Grochal on His Path to CarGurus

Current Position: Director of Product Management, CarGurus Current Location: Cambridge, MA Describe your role at CarGurus.CarGurus is an automotive search engine, helping buyers (consumers) find great deals from top-rated dealers. I focus... View Details

Keywords: Technology

25 Feb 2020
News

Case Study: The Credit Bureau

build. The third option is a hybrid approach, where Mobley fine-tunes the brand and product and at the same time starts that B2B2C channel in an effort to leverage both. Which route should they pursue: D2C, B2B2C, or both? The Answers: I... View Details

Keywords: Jen McFarland Flint; Real Estate

20 Dec 2018
Blog Post

A Time For Opportunity In Food and Agriculture

is in charge of Organic & Non-GMO Product Marketing at Indigo Agriculture And Eisen has just launched Plant Snacks. Given all this change, building consumer trust is critical. As Conklin observed, “there... View Details

Jodi Gernon

I leverage my 30+ years of experience launching and scaling startups to help startup founders and CEOs succeed. This includes helping early stage founders think about how complete customer discovery, build an MVP and develop their... View Details

Keywords: Healthcare;#239;#Consumer Products and Services (B2C)

January 2008 (Revised November 2009)
Case

Linear Air: Creating the Air Taxi Industry

Linear Air is an air taxi start-up established to take advantage of the emergence of Very Light Jets, which incorporate new technology that cuts jet operating costs by about 40%. Air taxis could make use of the 5400 smaller regional airports throughout the US,... View Details

Keywords: Business Model; Business Startups; Entrepreneurship; Disruptive Innovation; Product Launch; Industry Structures; Competition; Air Transportation Industry

19 Feb 2013
News

Sam Adams: Now (finally) in a can

Keywords: beer; Beverage and Tobacco Product Manufacturing; Beverage and Tobacco Product Manufacturing

November 2016 (Revised November 2016)
Case

Radial Analytics Probes Post-Acute Care

By: Richard G. Hamermesh and Olivia Hull

Thaddeus Fulford-Jones and Eric Weiss, founders of healthcare technology startup Radial Analytics, have been busy developing a software program designed to save hospitals money and improve patient outcomes by producing customized care plans for patients leaving the... View Details

Keywords: Electronic Medical Records; Electronic Health Records; Data Science; Entrepreneurship; Health Care and Treatment; Business Model; Business Startups; Innovation and Invention; Growth Management; Marketing Strategy; Product Launch; Product Positioning; Science-Based Business; Business Strategy; Health Industry; Technology Industry; Cambridge; Massachusetts

December 1999
Case

Agrochemicals at Ciba-Geigy AG (A)

By: Michael L. Tushman, Wendy Smith and Daniel Radov

After spending five years to develop a revolutionary product, the director of Ciba-Geigy's fungicide research department is handed an unfavorable market study. The case details the R&D process for the new product, including information on corporate partnerships,... View Details

Keywords: Agribusiness; Plant-Based Agribusiness; Research and Development; Innovation and Invention; Innovation Strategy; Product Launch; Marketing Channels; Change Management; Product Development; Business Processes; Organizational Structure; Corporate Accountability; Agriculture and Agribusiness Industry; Pharmaceutical Industry

Find at Harvard

05 Jun 2014
Blog Post

Learning to fail at HBS

truly getting my money’s worth (every dime of it!). The student body is as talented as it is diverse, and the professors’ excitement is explosive. With that as the backdrop, I’ve gotten the opportunity to explore Ghana while helping a banking client tap into an... View Details

Keywords: Consumer Products / Retail; Consumer Products / Retail

Watson H. Vanderploeg

Vanderploeg continued Kellogg’s impressive growth. Under his leadership, he grew sales six-fold from $34 million to over $200 million and quadrupled earnings. He was devoted to international expansion (opening new plants in Australia and Great Britain) and was... View Details

Keywords: Food & Tobacco

June 2024
Case

Growing Foodology into Latin America's Largest Platform for Virtual Restaurants

By: Jorge Tamayo, Rembrand Koning and Jenyfeer Martinez Buitrago

This case delves into the expansion strategy of Foodology, a cloud kitchen startup based in Bogotá that operated across four Latin American countries (Colombia, Brazil, Mexico, and Peru). Co-founders Daniela Izquierdo and Juan Guillermo Azuero (both HBS, 2019) grappled... View Details

Keywords: Entrepreneurship; Food; Digital Platforms; Product Launch; Growth and Development Strategy; Business Strategy; Business Model; Business Startups; Profit; Marketing Strategy; Expansion; Diversification; Food and Beverage Industry; Latin America; South America; Colombia; Brazil; Mexico; Peru

Proctor launched the first adverting agency owned and managed by an African-American woman in 1970. She gained a strong reputation for integrity by refusing to accept assignments for objectionable products... View Details

Keywords: Services

November 2012 (Revised May 2013)
Case

ASUSTeK and the Google Nexus 7 Tablet

By: Willy C. Shih and Jyun-Cheng Wang

Days after Jerry Shen introduced a new tablet computer at the Consumer Electronics Show, a Google meeting convinced him to go with a lower price point and co-branding as the Nexus 7. While his company would have a premier position at launch, companies like Samsung... View Details

May 2005
Exercise

Forecasting the Adoption of E-books

By: Elie Ofek

Gives students an opportunity to understand the challenges inherent in forecasting the diffusions of innovations. Provides data for forecasting the adoption of electronic books. Students are encouraged to use the Bass Model framework, while being cognizant of its... View Details

Keywords: Forecasting and Prediction; Framework; Books; Analytics and Data Science; Product Launch; Internet and the Web; Technology Adoption

September 2000
Teaching Note

MarketSoft TN

By: Joseph B. Lassiter III and John T. Gourville

Teaching Note for (9-800-069). View Details

Keywords: Groups and Teams; Internet and the Web; Product Launch; Distribution Channels; Partners and Partnerships; Growth and Development; Management Practices and Processes

Web

Weekend Sprint: Accelerating Climate Solutions - Blog - Business & Environment

Rising Climate Stories Clubs Courses & Curriculum Creating Emerging Markets Entrepreneurship Event Faculty Faculty Research IFC Decarbonization & Sustainable Production 2023 IFC Decarbonization & Sustainable View Details

May 2004
Background Note

56K Modem Battle

By: David B. Yoffie and Deborah Freier

Examines the battle to set the standard for the 56K modem. Set in 1996, this case looks at how computers accessed the Internet via a telephone line, or dial-up connection, and a hardware modem. In 1995, there were 18.6 million total modem unit shipments, with market... View Details

Keywords: Announcements; Revenue; Patents; Product Launch; Network Effects; Standards; Competition; Information Infrastructure; Internet and the Web; Technology Industry; Illinois