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January 2018 (Revised January 2021)
Background Note

Customer Lifetime Social Value (CLSV)

By: Elie Ofek, Barak Libai and Eitan Muller

One of the hallmarks of the digital revolution is the rise of the socially connected consumer. Concomitantly, the ability of companies to affect and measure the social interactions among customers has grown tremendously. Consequently, in assessing the full value of... View Details

Keywords: Customer Lifetime Value; Customer Management; Social Contagion; Word Of Mouth; Customer Engagement; Customer Value and Value Chain; Measurement and Metrics; Customer Relationship Management

2024
Working Paper

Fire Sales of Safe Assets

By: Gabor Pinter, Emil Siriwardane and Danny Walker

We use trade-level data to study price pressure effects in the UK gilt market from September to October 2022. During this period, forced sales by liability-driven investment funds (LDIs) led to price discounts on the order of 10%, accounting for roughly half the total... View Details

Keywords: Investment Funds; Capital Markets; United Kingdom

June 1997 (Revised February 2000)
Case

Walker and Company: Profit Plan Decisions

By: Robert L. Simons and Ramsey Walker

Ramsey Walker, a second-year MBA student, must decide how to control a family business as an absentee owner. After providing background details on the publishing industry, the case requires the reader to: 1) make a product segmentation decision; 2) prepare a profit... View Details

Keywords: Organizational Structure; Family and Family Relationships; Market Design; Management Systems; Planning; Profit; Performance Evaluation; Segmentation; Corporate Strategy; Investment Return; Publishing Industry

July 2017
Case

Magpie: Developing and Using Buyer Personas

By: Frank V. Cespedes

The founders of a start-up platform for publishers have developed preliminary personas of target customers and are evaluating the implications for initial target buyers, messaging, and marketing programs. The case is useful for discussing the process of developing... View Details

Keywords: Buying Process; Marketing; Sales; Distribution Channels; Segmentation; Entrepreneurship; Social Media; Consumer Products Industry; Fashion Industry; United States

March 2023
Case

Azenta Life Sciences: The Road to Transformation

By: Gary P. Pisano and Catherine Piner

When the Board brought Steve Schwartz in as President of Brooks Automation in 2010, they gave him a clear mission: strengthen the company’s core semiconductor equipment business and find a new industry to enter. Over the course of the next decade, Schwartz and the... View Details

Keywords: Transformation; Business and Shareholder Relations; Market Entry and Exit; Organizational Change and Adaptation; Segmentation; Technology Industry

2003
Casebook

Professional Services: Text and Cases

By: Thomas J. DeLong and Ashish Nanda

DeLong and Nanda's Professional Services: Text and Cases is the first casebook to be published on the management of professional service firms (law firms, architecture, financial services, consulting). It includes a comprehensive selection of case studies that... View Details

Keywords: Professional Service Firms; Management; Cases

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March 2006 (Revised February 2007)
Case

Massive Incorporated (A)

By: Joseph B. Lassiter III, Clark Gilbert and Victoria Winston

How do you go to market with a brand new product in a new industry? How does a business develop an opportunity and then adapt its strategy to ensure success? Who are the early adopters and how does a business work with them? Katherine Hays, chief operating office at... View Details

Keywords: Emerging Markets; Product Launch; Digital Marketing; Business Startups; Advertising Industry

31 Mar 2009
First Look

First Look: March 31, 2009

and local governments should invest in it. But the idea of investing in ECD for economic development was new and had never been tested on a large scale, particularly in the way that Rolnick and Grunewald recommended in a later paper—using View Details

Keywords: Martha Lagace

24 Jul 2007
First Look

First Look: July 24, 2007

waste into by-product. In some cases, when the markets for the primary and by-products are "separable," it is optimal to convert only a portion of the waste into by-product and disposing of the rest. In other cases, when the... View Details

Keywords: Martha Lagace

April 2008
Case

Chunghwa Telecom Co., Ltd. (A)

By: Paul W. Marshall, Michael Shih-ta Chen and Keith Chi-ho Wong

In late November 2000, Chunghwa Telecom Co., Ltd., the once-monopolized telecom operator owned by the Taiwanese government, was on its way to privatization. Mr. C.K. Mao, Chairman of the company, who headed the job only three months earlier, after its prior chairman... View Details

Keywords: Entrepreneurship; Governing Rules, Regulations, and Reforms; Employee Relationship Management; Leading Change; Organizational Change and Adaptation; Privatization; Competition; Telecommunications Industry; Taiwan

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July 2005 (Revised April 2009)
Case

Real Madrid Club de Futbol (Multimedia)

By: John A. Quelch

In June 2004, Florentino Perez, a well-known Spanish businessman, was elected president of Real Madrid, one of the world's top soccer clubs. In his campaign, Perez had promised to turn around the club's finances, bring in world-class talent, and extend the club's brand... View Details

Keywords: Risk Management; Brands and Branding; Marketing Strategy; Organizational Change and Adaptation; Sports; Expansion; Sports Industry; Spain

March 2022 (Revised July 2022)
Teaching Note

Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences

Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales... View Details

September 1999 (Revised November 2000)
Case

Swatch Group, The: On Internet Time

By: Luc R. Wathieu, Carin-Isabel Knoop and Cate Reavis

Under the leadership of Nicholas Hayek, the Swatch Group, makers of the Swatch watch, is widely credited with revitalizing the Swiss watch industry by offering a consistent set of brands addressing all segments of the global watch market. New opportunities beyond the... View Details

Keywords: Brands and Branding; Consumer Products Industry

July 2022 (Revised February 2024)
Teaching Note

The DivaCup: Navigating Distribution and Growth

By: Ayelet Israeli

Teaching Note for HBS Case No. 519-055. When the mother-daughter founders of DivaCup set out with a mission to disrupt the menstrual care industry with an innovative product form, they initially struggled to gain legitimacy and convince retailers to carry their unique... View Details

March 2019 (Revised April 2021)
Case

The DivaCup: Navigating Distribution and Growth

By: Ayelet Israeli

When the mother-daughter founders of DivaCup set out with a mission to disrupt the menstrual care industry with an innovative product form, they initially struggled to gain legitimacy and convince retailers to carry their unique product. Fifteen years later, the... View Details

January 2018
Case

Flying into the Future: HondaJet

By: Gary P. Pisano and Jesse Shulman

This cases examine Honda’s diversification into the light jet market. In 1985, Honda initiated a secret program to develop a small jet. Over the years, the program had many ups and downs (it was almost canceled several times). Then, a breakthrough in the configuration... View Details

Keywords: Diversification; Technological Innovation; Growth and Development Strategy; Innovation and Management; Air Transportation Industry

January 2022 (Revised August 2022)
Case

Geely SEA: New Electric Vehicle Platforms

By: Willy C. Shih and Shu Lin

Kent Bovellan, the Chief Engineer and Head of the Vehicle Architecture Center for Geely Holding, the Hangzhou, China headquartered global automotive group, was debating the platform choice for an upcoming "D" segment midsized battery electric vehicle (BEV). He had led... View Details

Keywords: Product Innovation; Product Architecture; Product Engineering; Platform Design; Platform Strategy; Information Infrastructure; Digital Platforms; Information Technology; Product Design; Product Development; Cost Management; Decision Making; Competitive Strategy; Industry Structures; Auto Industry; China; Sweden

September 2012 (Revised April 2013)
Case

Digital Microscopy at Carl Zeiss: Managing Disruption

Ulrich Simon, the head of the Microscopy business group at Carl Zeiss AG knew that his unit was facing a disruptive threat, so he chartered a special team to tackle the industrial segment. Given a high degree of autonomy, the project team developed an understanding of... View Details

Keywords: Modularity; High Technology Products; Emergent Strategy; Product Lines; Corporate Strategy; Digital Platforms; Disruptive Innovation; Technology Industry; Germany

September 2020
Case

Drinkworks: Home Bar by Keurig

By: Sunil Gupta, Jonathan Levav and Julia Kelley

In the summer of 2018, Drinkworks CEO Nathaniel Davis needed to make a number of go-to-market decisions ahead of his company’s upcoming product launch. Formed through a joint venture between Keurig Dr. Pepper and Anheuser-Busch InBev, Drinkworks had developed an... View Details

February 2017
Supplement

JCDecaux, 2016: Global Leader ... Again

By: John R. Wells and Gabriel Ellsworth

In 2016, JCDecaux was number one in the world in outdoor advertising. This was a far cry from the situation in 2003; at that time, JCDecaux had been unseated by Clear Channel from the number-one spot that it had held for decades, and it was fighting for second place... View Details

Keywords: JCDecaux; Clear Channel Outdoor; OUTFRONT Media; Lamar Advertising Company; Jean-François Decaux; Jean-Charles Decaux; Outdoor Advertising; Street Furniture; Airports; Billboards; Bicycles; Digital Devices; Digital Marketing; Bidding; Advertising; Advertising Campaigns; Acquisition; Mergers and Acquisitions; Business Growth and Maturation; Business Model; Business Organization; Family Business; For-Profit Firms; Joint Ventures; Design; Price; Profit; Revenue; Geographic Location; Geographic Scope; Global Range; Globalization; Global Strategy; Globalized Firms and Management; Multinational Firms and Management; Globalized Markets and Industries; Government Legislation; Business History; Human Resources; Laws and Statutes; Business or Company Management; Goals and Objectives; Growth and Development Strategy; Growth Management; Marketing; Brands and Branding; Marketing Channels; Marketing Strategy; Product Marketing; Demand and Consumers; Supply and Industry; Operations; Distribution; Infrastructure; Logistics; Product; Product Design; Production; Organizational Structure; Property; Public Ownership; Renting or Rental; Problems and Challenges; Business and Community Relations; Business and Government Relations; Family and Family Relationships; Sales; Situation or Environment; Luxury; Strategy; Business Strategy; Commercialization; Competition; Competitive Advantage; Competitive Strategy; Consolidation; Corporate Strategy; Customization and Personalization; Expansion; Segmentation; Mobile Technology; Wireless Technology; Air Transportation; Bicycle Transportation; Rail Transportation; Transportation Networks; Advertising Industry; France; Paris

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