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01 Dec 2020
News

New News

Edited by Julia Hanna Courtesy Michael Aft Courtesy Snigdha Sur Courtesy Michael Aft Courtesy Snigdha Sur Michael Aft (MBA 2019) and Snigdha Sur (MBA 2017) would be the first to acknowledge that launching a digital media startup out of... View Details

Keywords: entrepreneuship; digital media; startups; news; business models; young alumni; News, Library, Internet, and Other Services; Information

November 2019 (Revised June 2020)
Case

Shiseido Acquires Drunk Elephant

On October 7, 2019, the Shiseido Group announced that it would acquire clean skincare brand Drunk Elephant for $845 million, a valuation of 8.5 times sales. Did Shiseido pay too much or too little for this brand asset? How much was the Drunk Elephant brand worth and... View Details

Keywords: Personal Care; Startup; Brand Equity; Brand Valuation; Brand Value; Brand Storytelling; Brand Management; Brands and Branding; Valuation; Marketing; Marketing Strategy; Mergers and Acquisitions; Entrepreneurship; Business Startups; Beauty and Cosmetics Industry; Consumer Products Industry; United States; Japan

November 2016 (Revised November 2016)
Case

Mark43

By: Thomas Eisenmann, Mitch Weiss and Halah AlQahtani

The founders of Mark43, an early-stage startup that provides software for law enforcement agencies, must decide whether to bid on a request for proposals (RFP) from the Los Angeles Police Department (LAPD). On the one hand, LAPD would be a second large and influential... View Details

Keywords: Start-up; Software Applications; Government Markets; Rapid Growth Stage; Public Entrepreneurship; Entrepreneurship; Public Sector; Business Startups; Applications and Software; Growth and Development Strategy; United States; New York (city, NY)

February 2021 (Revised March 2022)
Case

Marvin: A Personalized Telehealth Approach to Mental Health

By: Regina E. Herzlinger, Eshani Sharma, Andrew Nguyen, Thomas Arsenault, Carin-Isabel Knoop and Julia Kelley

More than one third of Americans were said to suffer some type of behavioral health ailment at some point in their lifetime, with many people requiring chronic therapy or intervention. Despite significant clinical needs, access to reliable treatment has been difficult... View Details

Keywords: Mental Health; Applications; Startup Management; Telehealth; Health Care Entrepreneurship; Health ＆ Wellness; Health Care; Health Care and Treatment; Customization and Personalization; Internet and the Web; Entrepreneurship; Growth and Development Strategy; Applications and Software

July 2014
Teaching Note

Vaxess Technologies, Inc.

By: John A. Quelch

Keywords: Marketing Innovations; Entrepreneurship; Innovation and Management; Business Startups; Marketing Strategy; Health Industry; Pharmaceutical Industry; North and Central America

August 2016 (Revised August 2017)
Case

AnswerDash (Abridged)

By: Elie Ofek and Jeffrey D. Shulman

It is 2014 and AnswerDash, a startup backed by venture capital, has not seen the widespread adoption of their online self-service customer support solution that they were expecting based on early success in helping clients save and generate substantial amounts of... View Details

Keywords: Pricing; Economic Value Estimation; Price Metrics; Organizational Selling; Innovation Adoption; Business To Business; Marketing; Customer Lifetime Value; Venture Capital; Customer Relationship Management; Price; Marketing Strategy; Entrepreneurship; Technology Adoption; Business Startups; Sales; Innovation and Invention; Product Marketing; Financial Services Industry

June 2016 (Revised August 2017)
Case

AnswerDash

By: Elie Ofek and Jeffrey D. Shulman

It is 2014, and AnswerDash, a startup backed by venture capital, has not seen the widespread adoption of their online self-service customer support solution that they were expecting based on early success in helping clients save and generate substantial amounts of... View Details

Keywords: Pricing; Economic Value Estimation; Price Metrics; Organizational Selling; Innovation Adoption; Business To Business; Marketing; Customer Lifetime Value; Venture Capital; Customer Relationship Management; Price; Marketing Strategy; Entrepreneurship; Technology Adoption; Business Startups; Sales; Innovation and Invention; Product Marketing; Financial Services Industry

May 2020 (Revised August 2022)
Teaching Note

Direct to Consumer Brands

By: Sunil Gupta

In recent years, we have seen a dramatic rise of direct-to-consumer (DTC) brands. Many of these brands, such as Dollar Shave Club, Harry’s, Glossier, and Allbirds, entered mature markets dominated by established companies, and yet they grew rapidly to attain valuations... View Details

Keywords: Direct-to-consumer; Digital Marketing; Industry Evolution; Business Startups; Internet and the Web; Brands and Branding; Marketing; Change; Consumer Behavior

10 Mar 2021
News

Elevator Pitch: Game Time

game board coated with a ‘retroreflective’ surface reflects those images directly back to your glasses and into your eyes, no matter where you are sitting or standing. This creates a 3D, stereoscopic hologram on the board; it is the brightest and most vivid 3D AR... View Details

Keywords: AI; virtual reality; gaming; technology; entrepreneurship; startups; Amusement, Gambling, and Recreation Industries; Arts, Entertainment

Research Summary

Overview

I study how people collaborate with each other as they define, change, and solve problems while working on creativity and innovation projects in organizations.

Conference Proceedings:
Cromwell, J. & Gardner, H. 2017. High-stakes innovation: When... View Details

Keywords: Innovation; Innovation ＆ Entrepreneurship; Startups; Decision Choice And Uncertainty; Teams; Team Process

February 2019 (Revised June 2019)
Case

Where to Grow Next at Online Marketplace OLX

By: Thales Teixeira, Leandro A. Guissoni and Samy Dana

The CEO of OLX Brazil, an online classifieds platform business, is debating among multiple paths to grow sustainably (i.e., profitably) without the need for investor money. The options under consideration are (1) penetration growth by focusing on the core, (2) new... View Details

Keywords: Online Marketplace; Growth; Customer Acquisition; Facebook; Two-sided Network; E-commerce; Classifieds; Naspers; Schibsted; Innovation; Startup; Digital Platforms; Internet and the Web; Growth and Development Strategy; Business Model; Innovation and Invention; Business Startups; Decision Choices and Conditions; Brazil

February 2024
Teaching Note

Accelerating with Caution: Forecasting and Managing birddogs' Growth (A) and (B)

Teaching Note for HBS Case Nos. 224-023 and 224-024. As 2017 was drawing to a close, birddogs’ founder and CEO, Peter Baldwin, was working with his CFO Jack Sullivan to prepare for 2018. A nascent direct-to-consumer apparel brand, birddogs had carved its niche in men’s... View Details

Keywords: Inventory Management; Forecasting Demand; Financial Constraints; Apparel; Startups; Corporate Finance; Forecasting and Prediction; Working Capital; Financing and Loans; Organizational Change and Adaptation; Demand and Consumers; Apparel and Accessories Industry; United States

January 2017 (Revised October 2023)
Case

Classtivity: Payal's Pirouette

By: Jeffrey J. Bussgang and Olivia Hull

A few months after launching a new fitness technology product, the small staff of New York startup Classtivity gathers on a Saturday in April 2013 to take stock. With one successful pivot under its belt, Classtivity is finally generating revenue and enthusiasm among... View Details

November 2019 (Revised April 2020)
Case

Away: Scaling a DTC Travel Brand

By: Jill Avery and Joseph B. Fuller

Away, a direct-to-consumer, digital native e-commerce seller of travel luggage, is debating how to invest its latest round of venture funding. How quickly could and should Away scale and what were the most promising growth trajectories to maximize its potential? Three... View Details

December 2017 (Revised March 2018)
Case

Kellogg Company/eighteen94 capital

By: David Bell, Damien McLoughlin and Natalie Kindred

With 33,000 employees and revenues of $13 billion in 2016, Kellogg Company was the world’s largest producer of branded packaged cereal and a leader in branded convenience foods. Founded in 1906 and based in Michigan, the company had a proud history of product and... View Details

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

April 2017
Teaching Note

DoubleDutch

By: Frank Cespedes

This Teaching Note accompanies HBS No. 815-044 “DoubleDutch” in which the co-founders of the event management start-up, DoubleDutch, have to make a significant decision about their young company's sales function. The teaching note covers: Opportunity analysis,... View Details

Keywords: Sales Management; Selling; Marketing Management; Strategy Implementation; Business Marketing; Salesforce Management; Marketing; Sales; Marketing Strategy; Strategy; Entrepreneurship; Business Startups; Technology Industry; United States; Europe; Asia

01 Jun 2023
News

In Full Flower

“Flowers are a very emotive product category, but it didn’t seem that anyone had built a brand that people loved and trusted,” Gelbard recalls. “So often we just turned to a Google search. And the technology for mobile phone orders wasn’t very user-friendly.” Out of... View Details

Keywords: Julia Hanna; entrepreneurship; florist; marketing; supply chain management; Personal Services

July 2019 (Revised November 2019)
Case

Osaro: Picking the Best Path

By: William R. Kerr, James Palano and Bastiane Huang

The founder of Osaro saw the potential of deep reinforcement learning to allow robots to be applied to new applications. Osaro targeted warehousing, already a dynamic industry for robotics and automation, for its initial product—a system which would allow robotic arms... View Details

March 2015 (Revised January 2024)
Case

CV Ingenuity (A): How to Evaluate the Commercial Viability of New Health Care Technologies

By: Regina E. Herzlinger and Andrew Otazo

Duke Rohlen (HBS MBA ’01) hoped to win over a prominent venture capital investor for Series B financing of his firm CVI that was creating a drug-eluting balloon (DES) to treat peripheral arterial disease. As a second-mover, Duke felt he was more likely to acquire... View Details

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