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July 2020
Case

Amanda and Kristen: Mented Cosmetics

By: Steven Rogers, Jeffrey J. Bussgang and Alterrell Mills

The co-founders (Black HBS alumnae) of an e-commerce beauty startup explore the unmet needs within the beauty industry. This case study examines the entrepreneurial opportunities that come from identifying an underserved market, specifically within the Black community... View Details

08 Dec 2020
Research & Ideas

Why Companies Hunt for Talent on Digital Platforms, Not in Resume Piles

field studies, researchers tend to think that workers submit resumes to open positions. In fact, scholars have learned a lot about discrimination in labor markets by sending resumes to job postings to see who gets called back and who... View Details

Keywords: by Michael Blanding; Employment

December 2014 (Revised July 2016)
Case

HEINEKEN—Brewing a Better World

By: Forest L. Reinhardt, José Alvarez, Tonia Junker and Daniela Beyersdorfer

The Dutch company HEINEKEN, one of the leading global brewers known for its brands like Heineken, Amstel, and Desperados and for its award-winning marketing campaigns, seeks to closely integrate its long-term sustainability "Brewing a Better World" approach into its... View Details

Keywords: Beer/brewing Industry; Sustainability; Local Sourcing; Corporate Strategy; Global Strategy; Brands and Branding; Marketing Strategy; Supply Chain Management; Corporate Social Responsibility and Impact; Food and Beverage Industry

August 2011 (Revised July 2012)
Case

Sealed Air Corporation: Deciding the Fate of VTID

In mid 2010 the Sealed Air Corporation has to decide on next steps for its novel video tracking technology (called VTID) after unsuccessful attempts to market it in three different industry settings. The company must determine whether its most recent target market, the... View Details

Keywords: Budgets and Budgeting; Customer Focus and Relationships; Decision Choices and Conditions; Technological Innovation; Marketing Strategy; Problems and Challenges; Commercialization; Service Industry

September 2018
Case

Sealed Air Corporation: Deciding the Fate of VTID (Abridged)

In mid-2010 the Sealed Air Corporation has to decide on next steps for its novel video tracking technology (called VTID) after unsuccessful attempts to market it in three different industry settings. The company must determine whether its most recent target market, the... View Details

Keywords: Budgets and Budgeting; Customer Focus and Relationships; Decision Choices and Conditions; Technological Innovation; Marketing Strategy; Problems and Challenges; Commercialization; Service Industry

December 15, 2023
Article

What Every Leader Needs to Know About Carbon Credits

By: Varsha Ramesh Walsh and Michael W. Toffel

Many companies have begun to look into credits to offset their emissions as a way to support their net zero goals as their target years get closer and closer. As it stands, the carbon credit market is too small to bear the brunt of reducing companies’ impacts on the... View Details

Keywords: Carbon Credits; Climate; Accounting; Carbon Offsetting; Carbon Abatement; Carbon Emissions; Carbon Footprint; Climate Change; Environmental Accounting; Environmental Regulation

July 2011 (Revised April 2012)
Case

The Clorox Company: Leveraging Green for Growth

By: Elie Ofek and Lauren Barley

The Clorox Company needs to decide on the marketing strategy going forward for its three sustainable brands, Brita, Burt's Bees and Green Works. These brands had fared differently over the past 3 years and each presents multiple courses of action heading into 2011.... View Details

Keywords: Decision Making; Managerial Roles; Brands and Branding; Marketing Strategy; Social Marketing; Corporate Social Responsibility and Impact; Sales; Opportunities; Corporate Strategy; Environmental Sustainability; Chemical Industry; Food and Beverage Industry

April 2001 (Revised March 2002)
Case

Seagate Technology Buyout

By: Gregor M. Andrade, Stuart C. Gilson and Todd C. Pulvino

In March 2000, a group of private investors and senior managers were negotiating a deal to acquire the disk drive operations of Seagate Technology. The motivating factor for the buyout was the apparently anomalous market value of Seagate's equity: Seagate's equity... View Details

Keywords: Valuation; Leveraged Buyouts; Financial Strategy; Computer Industry

April 1990
Case

Nestle Alimentana S.A. -- Infant Formula (Abridged)

By: James E. Austin

The new vice president of infant and dietetic products of Nestle Alimentana S.A. has to make recommendations on the company's marketing programs for its infant formulas in developing countries. The U.S. subsidiary is currently the target of a consumer boycott because... View Details

Keywords: Product Marketing; Emerging Markets; Developing Countries and Economies; Distribution Channels; Marketing Strategy; Cross-Cultural and Cross-Border Issues; Food; Business Subsidiaries; Food and Beverage Industry; United States; Switzerland

05 Sep 2017
Working Paper Summaries

Structural Transformation: A Competitiveness-based View

Keywords: by Christian Ketels

September 2017 (Revised March 2018)
Case

Chai Point: Disrupting Chai

By: Shikhar Ghosh, Ramana Nanda and Rachna Tahilyani

Chai Point is India’s largest organized chai retailer. It has missed its target for retail store openings by approximately 25%, goals that are very important to its investors who are also board members. However, it has developed an exciting new internet-based tea... View Details

09 Apr 2019
First Look

New Research and Ideas, April 9, 2019

capital and demonstrates how technology—novel data sources, artificial intelligence, machine learning—will transform the small business lending market. This market has been plagued by frictions: it is hard for a lender to determine which... View Details

Keywords: Dina Gerdeman

16 Jan 2006
Research & Ideas

What Customers Want from Your Products

understand each of these dimensions, then they can design a product that's precisely targeted to the job. In other words, the job, not the customer, is the fundamental unit of analysis for a marketer who... View Details

Keywords: by Clayton M. Christensen, Scott Cook & Taddy Hall; Consumer Products

December 1998 (Revised February 2003)
Case

Trilogy (A)

Trilogy is a rapidly growing company that is taking a highly unusual approach to capturing an enterprise software market (the "selling chain") that is also the target of much larger competitors. The case offers students an opportunity to assess the company's methods,... View Details

Keywords: Business or Company Management; Competition; Growth Management; Business Growth and Maturation; Software; Web Services Industry

April 2021 (Revised August 2021)
Case

Borusan CAT: Monetizing Prediction in the Age of AI (A)

By: Navid Mojir and Gamze Yucaoglu

Borusan Cat is an international distributor of Caterpillar heavy machines. Esra Durgun (Director of Strategy, Digitization, and Innovation) and Ozgur Gunaydin (CEO) seem to have bet their careers on developing Muneccim, a new predictive technology that is designed to... View Details

Keywords: Monetization Strategy; Artificial Intelligence; AI; Forecasting and Prediction; Applications and Software; Technological Innovation; Marketing; Segmentation; AI and Machine Learning; Construction Industry; Turkey

Research Summary

Overview

By: Eva Ascarza

Professor Ascarza’s research primarily focuses on providing researchers and marketers a better understanding of how to manage customer retention so as to reduce churn and increase firm’s profitability. She addresses these issues by building empirical models of customer... View Details

Keywords: Customer Retention; Churn; Field Experiments

October 2001 (Revised November 2002)
Case

Herman Miller(B): Creating Innovation Streams

By: Sandra J. Sucher and Stacy McManus

In 1997, Mike Volkema faced the difficulty of attempting to revitalize a once dynamic organization. Volkema wondered how he could incorporate advances made within subsidiaries, such as Miller SQA's business model innovation, into the company as a whole while also... View Details

Keywords: Innovation and Invention; Innovation and Management; Product Design; Product Development; Product; Supply Chain Management; Business Model; Service Delivery; Customer Value and Value Chain; Manufacturing Industry; Consumer Products Industry

January–February 2018
Article

Ads That Don't Overstep: How to Make Sure You Don't Take Personalization Too Far

By: Leslie John, Tami Kim and Kate Barasz

Data gathered on the web has vastly enhanced the capabilities of marketers. With people regularly sharing personal details online and internet cookies tracking every click, companies can now gain unprecedented insight into individual consumers and target them with... View Details

Keywords: Digital Marketing; Customization and Personalization; Information; Customers; Attitudes

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February 2025
Supplement

Intenseye: Powering Workplace Health and Safety with AI (B)

By: Michael W. Toffel, Shane Greenstein and Sadika El Hariri

Intenseye used its $25 million series A funds to refine and expand its digital safety platform while refining its target markets and ideal customer profile. As the company implemented new approaches to create value for its clients, such as developing an AI-powered... View Details

February 2011 (Revised August 2021)
Case

Gemini Investors

By: Richard S. Ruback and Royce Yudkoff

Gemini Investors was a private equity firm focused on small and lower middle market businesses. Gemini's target investment size was between $4 million and $6 million and a typical portfolio company had revenue of between $8 million and $30 million. In early 2015,... View Details

Keywords: Private Equity; Investment; Investment Funds; Markets; Size; Financial Services Industry; United States

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