Productivity - Publications - Faculty & Research - Harvard Business School

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December 2015 (Revised April 2019)
Case

Chicken Republic

By: Jose Alvarez and Natalie Kindred

Deji Akinyanju, founder of Nigerian fast-food chain Chicken Republic, and Ayo Oduntan, founder of an integrated Nigerian poultry operation (Amo Byng Group), are among a growing cadre of skilled food-industry entrepreneurs for whom the opportunities to serve the... View Details

May 1995 (Revised April 1998)
Case

AT&T Paradyne

By: Robert S. Kaplan

A company making data communication devices has adopted a Total Quality philosophy for working with suppliers, employees, and customers. The finance group finds its existing cost system has become obsolete because of a shift from manual to automatic production... View Details

Keywords: Decisions; Product; Corporate Accountability; Activity Based Costing and Management; System; Performance Efficiency; Financial Reporting; Operations; Technology Industry; Telecommunications Industry

October 2016 (Revised April 2018)
Case

DataXu: Selling Ad Tech

By: Frank V. Cespedes, John Deighton, Lisa Cox and Olivia Hull

DataXu served marketers by buying digital advertising for brands using its demand-side platform. It sought a way to build a more predictable revenue stream in the very transactional media marketplace, and hoped that two new marketing analytics products would give it a... View Details

Keywords: Sales Management; Pricing; Programmatic Ad Buying; ＂Marketing Analytics＂; Advertising Technology; Sales; Digital Marketing; Marketing Strategy; Advertising Campaigns; Product Launch; Product Positioning; Media; Technology Industry; Advertising Industry; Boston; Massachusetts

September 1991 (Revised December 1993)
Case

Tombow Pencil Co. Ltd.

Tombow Pencil Co. Ltd., one of Japan's two premier pencil manufacturers, has been using a subcontractor network in order to respond to changing market conditions. The system currently faces a new challenge as Tombow moves to address a volatile business market for... View Details

Keywords: Production; Supply Chain Management; Manufacturing Industry; Japan

August 1985
Supplement

Benetton Factory Tour--Ponzano, Italy, Video

By: James L. Heskett

Shows the flow of products through Benetton's Ponzano factory, including its use of subcontractors. Includes information about Benetton's manufacturing, logistics, and retailing strategies. View Details

Keywords: Factories, Labs, and Plants; Logistics; Product; Production; Strategy; Italy

October 2000
Background Note

Creating Value

By: Rohit Deshpande

Creating value involves understanding consumers/customers and bringing this knowledge into the organization. Market-driven and market-driving strategies are contrasted in the context of new product development. View Details

Keywords: Knowledge Use and Leverage; Marketing Strategy; Consumer Behavior; Product Development; Value Creation

20 Nov 2019
Video

Susana Balbo

Susana Balbo, owner and chief winemaker of Susana Balbo Wines based in Argentina, discusses innovating through two different means: innovating by applying technology to a traditional product in order to keep... View Details

25 Jan 2022
Cold Call Podcast

How Footwear Startup Allbirds is Decarbonizing Fashion

Keywords: Re: Michael W. Toffel

November 2019
Supplement

California Closets - Bill Barton

By: Boris Groysberg

Video supplement for the HBS Case Study "California Closets: Organizing the Customer Experience," product number 419-004. View Details

March 2011
Case

Seven-Eleven Japan: The Tanpin Kanri Retail Practice

By: Hirotaka Takeuchi and Carin-Isabel Knoop

This case focuses on Tanpin Kanri, which uses both store-level human knowledge and product information sharing. View Details

Keywords: Knowledge Sharing; Employees; Practice; Knowledge Use and Leverage; Competitive Strategy; Retail Industry; Japan

August 2023
Case

BYD, China, and Global Electric Vehicle Rivalry

By: Cynthia A. Montgomery and Max Hancock

In 2023, BYD, a Chinese electric vehicle (EV) maker, surpassed Tesla to become the world's best-selling EV brand. BYD began selling mobile phone batteries in 1995, acquired a license to sell vehicles in 2002, and spent two decades building its EV brand, growing its... View Details

Keywords: Competition; Competitive Strategy; Expansion; Segmentation; Vertical Integration; Market Participation; Environmental Sustainability; Auto Industry; Electronics Industry; China; Europe; United States; Japan; South Korea

March 2003
Background Note

Managing a Customer Relationship Over Time

By: Das Narayandas

Describes the different ways in which vendors can sell a portfolio of products to industrial customers. View Details

Keywords: Customer Relationship Management; Management; Marketing Strategy; Product Marketing; Networks; Sales; Manufacturing Industry

March 1992
Background Note

Researching and Monitoring Consumer Markets

By: Robert J. Dolan

Describes the major research techniques for consumer goods new product development, i.e. pre-test markets and electronic purchase monitoring. Provides students with information on availability and utility of these services. View Details

Keywords: Demand and Consumers; Product Marketing; Product Development; Research

April 2020 (Revised April 2023)
Case

TransDigm in 2017: The Beginning of the End or the End of the Beginning?

By: Benjamin C. Esty and Daniel Fisher

TransDigm was a highly acquisitive company that manufactured a wide range of highly engineered aerospace parts for both military and commercial customers. Over the ten years ending in 2016, its stock price had increased ten times, and both EBITDA and revenues had grown... View Details

November 2018
Case

Komatsu Komtrax: Asset Tracking Meets Demand Forecasting

By: Willy Shih, Paul Hong and YoungWon Park

Komatsu's Komtrax system started as a way of remotely monitoring and tracking equipment for the purpose of improving operational efficiency. This case follows its evolution towards other uses including demand forecasting for its sales, marketing, and production... View Details

Keywords: Big Data; Manufacturing; Manufacturing Industry; Data Strategy; Internet Of Things; Construction; Production; Analytics and Data Science; Strategy; Performance Efficiency; Forecasting and Prediction; Industrial Products Industry; Industrial Products Industry; Japan

July 2020 (Revised November 2020)
Case

Pricing at Netflix

By: Elie Ofek, Marco Bertini, Oded Koenigsberg and Amy Klopfenstein

Since its launch in 1998 as “the Amazon.com of DVDs,” Netflix had evolved from a DVD rental company to a video streaming platform and producer of original films and television shows. As the company matured, it regularly increased prices and adjusted its product... View Details

October 2016
Case

Elon Musk: Balancing Purpose and Risk

By: Shikhar Ghosh and Sarah Mehta

The case is used to illustrate the place of ‘Purpose’ versus financial risk and returns in a founder’s objectives. It also addresses personal risk profile of different founders, and when paired with the Risk Tolerance Exercise, it enables evaluating one’s own appetite... View Details

Keywords: Electric Vehicle; Solar Power; Vision; Trade-offs; Leadership; Mission and Purpose; Risk and Uncertainty; Entrepreneurship; Failure; United States; North America

December 2015 (Revised September 2016)
Supplement

ANA (B)

By: Doug J. Chung and Mayuka Yamazaki

All Nippon Airways (ANA) became the largest airline in Japan in 2013. Having been designated as a domestic carrier by the Japanese government till the mid-1980s and Japan being the sixth largest domestic airline market, two-thirds of ANA’s passenger revenue came from... View Details

Keywords: Demand and Consumers; Analysis; Economics; Price; Marketing Strategy; Competitive Strategy; Product; Policy; Air Transportation Industry; Japan

July 2022 (Revised August 2022)
Case

Athletic Brewing Company: Crafting the U.S. Non-Alcoholic Beer Category

By: Ayelet Israeli and Anne V. Wilson

Athletic Brewing Company (“Athletic,” for short) was founded by Bill Shufelt and John Walker in 2017. In creating Athletic, Shufelt and Walker opened the first U.S. brewery and taproom fully devoted to the production of non-alcoholic (NA) craft beer. By 2021, Athletic... View Details

Keywords: Advertising; Brands and Branding; Product Development; Product Marketing; Product Positioning; Product Launch; Product Design; Product; Competition; Marketing; Entrepreneurship; Growth Management; Cultural Entrepreneurship; Culture; Food and Beverage Industry; United States

March 2019
Case

DayTwo: Going to Market with Gut Microbiome

By: Ayelet Israeli and David Lane

DayTwo is a young Israeli startup that applies research on the gut microbiome and machine learning algorithms to deliver personalized nutritional recommendations to its users in order to minimize blood sugar spikes after meals. After a first year of trial rollout in... View Details

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