Publications

February 2010
Case

Amyris Biotechnologies: Commercializing Biofuel

By: Gary P. Pisano and Alison Berkley Wagonfeld

In 2009, Amyris Biotechnologies was building a plant in Brazil that used synthetic biology to convert sugarcane into both renewable fuels and renewable chemicals. The Amyris' marketing team was investigating the commercial interest for both types of products, while the... View Details

Keywords: Renewable Energy; Chemicals; Risk Management; Product Marketing; Product Development; Production; Environmental Sustainability; Commercialization; Biotechnology Industry; Brazil

2018
Book

The Academy of Fisticuffs: Political Economy and Commercial Society in Enlightenment Italy

By: Sophus A. Reinert

The terms “capitalism” and “socialism” continue to haunt our political and economic imaginations, but we rarely consider their interconnected early history. Even the 18th century had its “socialists,” but unlike those of the 19th, they paradoxically sought to make the... View Details

Keywords: Enlightenment; Political Economy; Italy; Commercial Society; Economic Systems; Trade; History; Markets; Society; Italy

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Mar 2012
Panel Discussion

Commercialization Challenges

By: Ramana Nanda

September 2003 (Revised April 2013)
Case

Holt Lunsford Commercial

By: Arthur I Segel and John H. Vogel Jr.

Holt Lunsford is debating how to grow his Dallas-based commercial real estate services firm and how to advise a long-time client who is wondering whether to lease or buy an industrial warehouse. Focuses on the highly competitive and increasingly institutionalized $50... View Details

Keywords: Decision Choices and Conditions; Investment; Growth and Development Strategy; Leasing; Competition; Corporate Strategy; Real Estate Industry; Service Industry

09 Jan 2006
Research & Ideas

Rebuilding Commercial Real Estate

Students of recent United States real estate history can't help but notice unsettling parallels between the red-hot commercial market of the late 1980s and today. Then, as now, money gushed into the market, driving office and retail... View Details

Keywords: by Roger Thompson; Construction; Real Estate

January 2005
Supplement

Intel Commercials

By: Youngme E. Moon and Christina L. Darwall

Presents 14 Intel television commercials. View Details

Keywords: Advertising; Computer Industry

Research Summary

Formulating technology commercialization strategies

Even if young organizations succeed in acquiring the specialized talent necessary to further develop a recently-discovered technology, they may face an uncertain path in commercializing the original invention. Initial conceptions of what might constitute a useful... View Details

January 2019 (Revised October 2019)
Case

Commercial Sales Transformation at Microsoft

By: Doug J. Chung

Industry leaders should adapt to changes in the business context and consider different ways to grow. Advances in technology had shifted software demand to the cloud. As a result, Microsoft announced a strategic shift in direction from its existing ‘Windows first’... View Details

Keywords: Sales; Strategy; Transformation

September 2007 (Revised May 2011)
Case

Commercializing an MRI Breakthrough

The challenges and best strategies for the commercialization of university technologies are illustrated in this case which documents an MRI breakthrough that arose from the Charles Marcus laboratory at Harvard. Students discuss the interdependencies of intellectual... View Details

Keywords: Business Model; Decision Choices and Conditions; Higher Education; Patents; Research and Development; Science-Based Business; Commercialization

In less than a decade, the Internet went from being a series of loosely connected networks used by universities and the military to the powerful commercial engine it is today. This book describes how many of the key innovations that made this possible came from... View Details

September 2010 (Revised November 2010)
Case

Ze-gen: Commercializing Clean Tech

By: Lynda M. Applegate, Kaitlyn Lyons and Scott Prozeller

The Ze-gen case covers the first five years in the life of a clean-tech start-up. Ze-gen had developed an innovative technology that converted solid waste into synthesis gas (called syngas). This technology was in testing at the company's pilot plant, built next to the... View Details

Keywords: Business Startups; Renewable Energy; Entrepreneurship; Financing and Loans; Environmental Sustainability; Commercialization; Green Technology Industry; New Bedford

January 2019 (Revised June 2019)
Technical Note

U.S. Commercial Health Insurance Industry

By: Susanna Gallani, Mary Witkowski and Harry B. Wolberg

This note describes the role of commercial payers in the U.S. healthcare industry. We begin with a review of the historical evolution of commercial payers and their role in the market, from the beginning to the Affordable Care Act and beyond. Every wave of reforms in... View Details

Keywords: Health Care and Treatment; Insurance; Governing Rules, Regulations, and Reforms; Organizational Change and Adaptation; Health Industry; Insurance Industry; United States

July 2024
Case

ZEISS: Commercializing Science

By: Maria P. Roche, Carlota Moniz and Daniela Beyersdorfer

Karl Lamprecht, President and CEO of the ZEISS AG Group, mused on how far ZEISS had come in 175 years of being a pioneer in optics, and how the course he had charted since taking the helm of the company could keep it on track. In his role, he oversaw the four core... View Details

Article

Investment in Commercial Construction

By: Joseph L. Bower

Keywords: Investment; Construction; Construction Industry

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November 2000 (Revised December 2000)
Case

Commercial Capital SA (B)

By: Ray A. Goldberg, Carin-Isabel Knoop and Laure Mougeot Stroock

Keywords: Agribusiness; Privatization; Venture Capital; Financial Services Industry; Greece; Romania

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March 1993 (Revised June 1998)
Case

Commercial Fixtures, Inc.

Two equal partners arrange a sealed bid auction to decide which one buys out the other's interest in a lighting fixture company started by their fathers. After 25 years together, they had developed irreconcilable differences over how to manage the company. A rewritten... View Details

Keywords: Family Business; Business or Company Management; Auctions; Partners and Partnerships

10 Nov 2020
Cold Call Podcast

The Challenges of Commercializing Fertility

Keywords: Re: Debora L. Spar

May 1998 (Revised August 2017)
Case

DuPont Kevlar: Commercializing a Miracle Fiber

By: Clayton Christensen and Rory McDonald

Describes Dupont's efforts to build commercial markets for its miracle fiber, Kevlar. Initially, it sought to create a market for Kevlar tire cord, primarily because its existing tire cord business was languishing. This market never developed, even after Dupont spent... View Details

Keywords: Change Management; Crisis Management; Product Launch; Emerging Markets; Research and Development; Technology