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February 2019
Case

Canibal—Play It Green!

By: Frank V. Cespedes, Joseph B. Fuller, Tonia Labruyere and Elena Corsi

In 2011, Canibal launched a machine that could sort and compress aluminum cans, plastic bottles, and cups. Users could play a jackpot-style game on the machine’s digital display, while disposing of their beverage containers and earning coupons or other rewards. The... View Details

Keywords: Sales Growth; Recycling; Start-up; Scaling; Market Selection; Sales; Marketing; Business Startups; Growth and Development Strategy; Segmentation; Product Positioning; Technology Industry; France

January 2019
Supplement

Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis

By: Jill Avery and Gerald Zaltman

In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Luckily, an old consumer research study on the Nestlé Crunch Bar... View Details

Article

Friends or Foes? Examining Platform Owners' Entry into Complementors' Spaces

As platform owners continue to expand their ecosystems, many of them have started to provide consumers with their own complementary applications. These moves position the platform owners as direct competitors to their complementors. This paper surveys empirical studies... View Details

Keywords: Platform; Complementors; Digital Platforms; Market Entry and Exit; Competition

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December 2018
Case

Choosy

By: Jeffrey J. Bussgang and Julia Kelley

Founded in 2017, Choosy is a data-driven fashion startup that uses algorithms to identify styles trending on social media. After manufacturing similar items using a China-based supply chain, Choosy sells them to consumers through its website and social media pages.... View Details

December 2018 (Revised September 2019)
Case

Brand Activism: Nike and Colin Kaepernick

By: Jill Avery and Koen Pauwels

Nike's selection of politically polarizing Colin Kaepernick as the spokesperson for the 30th anniversary of its iconic "Just Do It" campaign catapulted the brand into the media spotlight and made it a political flashpoint for consumers across America. Would the choice... View Details

Keywords: Digital Marketing; Entertainment; Politics; Activism; Brand Equity; Marketing; Marketing Strategy; Brands and Branding; Marketing Communications; Sports; Advertising; Social Media; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; United States; North America

November 2018 (Revised April 2019)
Case

Zespri Grows

By: David E. Bell and Natalie Kindred

Controlling about a third of global kiwifruit exports by volume and nearly half by value in 2018, Zespri was a grower-owned “corporatized cooperative” with the exclusive right to export New Zealand-grown kiwifruit (except to Australia). Zespri did not grow fruit but... View Details

November 2018
Case

Governance Transition at Anadolu Group

By: Paul M. Healy and Esel Y. Cekin

Kamil Yazici and Izzet Ozilhan founded and built Anadolu Group Holding—a family business that grew into a multi-billion-dollar regional powerhouse. For 57 years they were equal partners in running the company. They then handed over a leadership role to a next... View Details

November 2018
Case

Cepuros Foods Malaysia: Finding the Secret Sauce for Growth (Brief Case)

By: John A. Quelch and Katherine B. Hartman

Shelby Diaz, country manager for Cepuros Foods International—Malaysia (CFI-M), must decide a growth strategy for the expansion of CFI-M's line of salsas, particularly regarding whom to target and how to allocate marketing investments. CFI-M could expand aggressively by... View Details

Keywords: Growth and Development Strategy; Marketing Strategy; Marketing Communications; Product Positioning

October 2018
Case

Accomplice: Scaling Early Stage Finance

By: Ramana Nanda, Raffaella Sadun and Olivia Hull

Accomplice, an early-stage venture capital firm based in Boston, is raising its second fund in November 2017. Since 2009, the firm has followed a seed-led investment model, investing in tech companies at the earliest stages, often when products and business models are... View Details

Keywords: Early Stage Finance; Seed Finance; Scouts; Venture Capital; Business Startups; Private Equity; Investment Portfolio; Organizational Structure; Organizational Change and Adaptation; Partners and Partnerships; Networks; Adaptation; Corporate Strategy; Technology; Financial Services Industry; Massachusetts; Boston; Cambridge; United States

October 2018
Article

Competing with Complementors: An Empirical Look at Amazon.com

By: Feng Zhu and Qihong Liu

Platform owners sometimes enter complementors' product spaces to compete against them directly. Prior studies have offered two possible explanations for such entries: platform owners may target the most successful complementors so as to appropriate value from their... View Details

Keywords: Amazon; Complementors; Co-opetition; Entry; Platform-based Markets; Competition; Digital Platforms; Competitive Strategy

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September 2018
Case

Hunley, Inc.: Casting for Growth

By: John A. Quelch and James T. Kindley

Hunley, Inc. manufactures rods for the niche sport of fly fishing. It specializes in freshwater rods that are perceived as "middle-market" products, targeted at "avid" fly fishers. In the face of declining revenue and a decreasing price per unit sold, the company's... View Details

Keywords: Growth and Development Strategy; Marketing Strategy; Decision Choices and Conditions; Sports; Marketing Channels; Distribution Channels

Article

Financial Analysis of Pediatric Resident Physician Primary Care Longitudinal Outpatient Experience

By: Robert S. Kaplan, Carole H. Stipelman, Brad Poss, Laura Anne Stetson, Luca Boi, Michael Rogers, Caleb Puzey, Sri Koduri, Vivian S. Lee and Edward B. Clark

Objective
To determine whether residency training represents a net positive or negative cost to academic medical centers, we analyzed the cost of a residency program and clinical productivity of residents and faculty in an outpatient primary care practice with or... View Details

Keywords: Academic Medicine; Cost; Children; Graduate Medical Education

July 2018
Case

LIXIL Group Corporation: Building a New Company in an Old Industry

By: Boris Groysberg and Akiko Kanno

In the spring of 2018, Kinya Seto, president and CEO of LIXIL Group Corporation, a major housing and building products and services company, called a meeting at the company’s head office in central Tokyo to discuss how to implement the new three-year strategic plan.... View Details

Keywords: Turnaround; Leadership And Change Management; Consolidation; Change Management; Leadership; Global Strategy; Business Model; Consumer Products Industry; Consumer Products Industry; Japan

June 2018 (Revised October 2020)
Case

Global Brand Management of Anheuser Busch InBev's Budweiser

Brian Perkins, chief architect of the $6 billion Budweiser brand, was excited about 2018, in which the company would launch Budweiser into several new markets in Africa and Latin America. He was feeling the pressure to finalize a global brand strategy that would define... View Details

June 2018 (Revised January 2020)
Case

Voice War: Hey Google vs. Alexa vs. Siri

By: David B. Yoffie, Liang Wu, Jodie Sweitzer, Denzil Eden and Karan Ahuja

By early 2018, voice-controlled intelligent assistants had become a major new front in the battle between the giants of the technology sector. "Voice War" focuses on Alphabet’s strategy for Google Assistant, its entrant in the voice assistant space, and asks how the... View Details

Keywords: Alphabet; Amazon; Apple; Strategy; Technology; Intelligent Assistants; Smart Speaker; Voice Assistants; Voice; Platform; Technology Adoption; Digital Platforms; Competitive Strategy; Product Positioning; Technology Industry

June 2018 (Revised January 2019)
Case

Membership Rewards® from American Express

By: Shelle Santana, Frances X. Frei and Lauren G. Pickle

Credit and charge card issuer American Express (Amex) had developed a strong reputation among consumers due in part to its Membership Rewards (MR) loyalty program, first established in 1991. Through MR, all Amex cardholders could accumulate and redeem “points” based on... View Details

Keywords: Financial Services; Customer Loyalty; Credit Cards; Marketing Strategy; Product Marketing; Brands and Branding; Customer Value and Value Chain; Value Creation; Financial Services Industry; Banking Industry; North America; United States

May 2018
Article

Managing the Family Firm: Evidence from CEOs at Work

By: Oriana Bandiera, Renata Lemos, Andrea Prat and Raffaella Sadun

We present evidence on the labor supply of CEOs and on whether family and professional CEOs differ on this dimension. We do so through a new survey instrument that allows us to codify CEOs’ diaries in a detailed and comparable fashion and to build a bottom-up measure... View Details

Keywords: Performance Productivity; Family Ownership; Management

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May 2018
Article

Selection and Market Reallocation: Productivity Gains from Multinational Production

By: Laura Alfaro and Maggie X. Chen

Assessing the productivity gains from multinational production has been a vital topic of economic research and policy debate. Positive aggregate productivity gains are often attributed to within-firm productivity improvement; however, an alternative, less emphasized... View Details

Keywords: Productivity Gains; Multinational Production; Selection; Market Reallocation; And Within-firm Productivity; Multinational Firms and Management; Production; Performance Productivity; Competition; Mathematical Methods

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April 2018
Teaching Note

Formlabs: Selling a New 3D Printer

By: Frank Cespedes

Teaching Note for HBS No. 817-001. Formlabs is a venture that manufactures and sells 3D printers used in a variety of industries and applications. As the young company prepares to ship its latest model, the head of Customer Development is tasked with developing a... View Details

March 2018
Case

Lufax: FinTech and the Transformation of Wealth Management in China

By: Christopher J. Malloy, Lauren H. Cohen and Anthony K. Woo

This case examines the rise and competitive positioning of Lufax, an online marketplace headquartered in Shanghai, China, and a pioneer in the origination and trading of financial assets. The company had grown at a remarkable rate, and was awarded “Trading Platform of... View Details

Keywords: Asset Management; Internet and the Web; Competitive Strategy; Situation or Environment; Product Positioning; Financial Services Industry; China

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