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  • September 2023 (Revised May 2025)
  • Teaching Note

On

By: Ramon Casadesus-Masanell, Karolin Frankenberger, Sascha Mader, Jordan Mitchell and Karen Elterman
Teaching Note for "On," HBS Case No. 723-430. On is a premium performance running shoe company founded in Switzerland in 2010. The company rapidly gained traction through its unique CloudTec cushioning technology, its innovative midsole plate called the Speedboard, and... View Details
Keywords: Brands and Branding; Business Growth and Maturation; Business Model; Business Startups; Business Strategy; Competitive Advantage; Competitive Strategy; Corporate Strategy; Customer Focus and Relationships; Customer Satisfaction; Digital Marketing; Disruptive Innovation; Distribution Channels; Entrepreneurship; Environmental Sustainability; Global Strategy; Initial Public Offering; Innovation and Invention; Innovation Strategy; Market Entry and Exit; Marketing Strategy; Product Design; Product Development; Product Marketing; Social Media; Strategy; Supply Chain Management; Technological Innovation; Apparel and Accessories Industry; Consumer Products Industry; Manufacturing Industry; Retail Industry; Sports Industry; Europe; Germany; Switzerland; United States
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Casadesus-Masanell, Ramon, Karolin Frankenberger, Sascha Mader, Jordan Mitchell, and Karen Elterman. "On (A) and (B)." Harvard Business School Teaching Note 724-375, September 2023. (Revised May 2025.)
  • October 2004 (Revised July 2011)
  • Case

AT&T 2000-2004

By: Stephen P. Bradley and Kerry Herman
Provides an update on CEO Michael Armstrong's "Project Grand Slam" strategy to build the value of AT&T by offering a complete, integrated telecommunications solution to both corporate and residential customers, including wireless and wire line telephone, Internet,... View Details
Keywords: Business Exit or Shutdown; Customers; Business or Company Management; Failure; Business and Shareholder Relations; Networks; Corporate Strategy; Internet; Wireless Technology; Value Creation; Telecommunications Industry
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Bradley, Stephen P., and Kerry Herman. "AT&T 2000-2004." Harvard Business School Case 705-425, October 2004. (Revised July 2011.)
  • July 2023
  • Case

DayTwo: Going to Market with Gut Microbiome (Abridged)

By: Ayelet Israeli
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
Keywords: Business Startups; AI and Machine Learning; Nutrition; Market Entry and Exit; Product Marketing; Distribution Channels
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Israeli, Ayelet. "DayTwo: Going to Market with Gut Microbiome (Abridged)." Harvard Business School Case 524-015, July 2023.
  • February 2002 (Revised February 2006)
  • Case

Volvo Trucks (A): Penetrating the U.S. Market

By: Michael E. Porter and Orjan Solvell
Volvo Trucks has worked on a global strategy for several decades. Beginning in the mid-1970s, the company decided to enter the largest market for trucks: the United States. Over time, the company has struggled to get a significant share of the U.S. market and at the... View Details
Keywords: Market Entry and Exit; Competitive Strategy; Five Forces Framework; Truck Transportation; Global Strategy; Globalized Markets and Industries; Manufacturing Industry; Retail Industry; United States; Europe
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Porter, Michael E., and Orjan Solvell. "Volvo Trucks (A): Penetrating the U.S. Market." Harvard Business School Case 702-418, February 2002. (Revised February 2006.)
  • 2012
  • Article

Wider dem sauren Mund. Beiersdorfs U.S.-Geschaeft mit der Zahnpastamarke Pebeco

By: G. Jones and Christina Lubinski
This article examines the growth and ultimate demise of the toothpaste brand Pebeco, which was created by the German personal care company Beiersdorf in 1903. The brand was an enormous international success, becoming for a time the largest toothpaste brand in the... View Details
Keywords: Growth and Development; Market Entry and Exit; Problems and Challenges; Marketing Strategy; Markets; Change; Customers; Social Psychology; Science; Brands and Branding; Competitive Strategy; Consumer Products Industry; United States; Germany
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Jones, G., and Christina Lubinski. "Wider dem sauren Mund. Beiersdorfs U.S.-Geschaeft mit der Zahnpastamarke Pebeco." Hamburger Wirtschafts-Chronik 9 (2012): 141–165.
  • January 2004 (Revised November 2004)
  • Case

Rwandan Tea Industry, The: Looking into the Future

By: Debora L. Spar
In 2003, the Rwandan government was focused on transforming the nation's tea industry into a world-class competitor. To accomplish this objective and stave off the downward prices that plagued the international tea market, the government believed that the industry... View Details
Keywords: Plant-Based Agribusiness; Market Entry and Exit; Competitive Strategy; Privatization; Government and Politics; Developing Countries and Economies; Agriculture and Agribusiness Industry; Rwanda
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Spar, Debora L., and Cate Reavis. "Rwandan Tea Industry, The: Looking into the Future." Harvard Business School Case 704-007, January 2004. (Revised November 2004.)
  • October 2016
  • Supplement

24 Hour Fitness (B): Ownership Changes, 2005–2016

By: John R. Wells and Gabriel Ellsworth
In 2016, 24 Hour Fitness was the number-two fitness chain in the United States, generating revenues of $1.4 billion from 441 clubs serving 3.8 million members. Based in San Ramon, California, 24 Hour Fitness operated clubs in 13 states. Having grown rapidly to become... View Details
Keywords: Advertising; Advertising Campaigns; Buildings and Facilities; Acquisition; Business Growth and Maturation; Business Model; Business Organization; For-Profit Firms; Customers; Customer Focus and Relationships; Customer Satisfaction; Age; Training; Private Equity; Financing and Loans; Price; Profit; Revenue; Geographic Location; Geographic Scope; Health; Nutrition; Business History; Human Resources; Employees; Employee Relationship Management; Recruitment; Selection and Staffing; Journals and Magazines; Human Capital; Business or Company Management; Goals and Objectives; Growth and Development Strategy; Management Teams; Marketing; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; Social Marketing; Demand and Consumers; Market Entry and Exit; Media; Organizational Design; Private Ownership; Problems and Challenges; Groups and Teams; Sales; Salesforce Management; Situation or Environment; Welfare or Wellbeing; Sports; Strategy; Business Strategy; Competition; Competitive Strategy; Competitive Advantage; Corporate Strategy; Expansion; Segmentation; Information Technology; Internet; Mobile Technology; Online Technology; Software; Web Sites; Value; Valuation; Health Industry; Media and Broadcasting Industry; United States; California; San Francisco
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Wells, John R., and Gabriel Ellsworth. "24 Hour Fitness (B): Ownership Changes, 2005–2016." Harvard Business School Supplement 717-423, October 2016.
  • 06 Jun 2018
  • Research & Ideas

Cut Salaries or Cut People? The Best Way to Survive a Downturn

agents at adjacent firms, competitive outside options abounded,” the study notes. The exit begins Once pay reductions were announced, “highly productive” workers, or those who took in 20 to 25 percent more revenue per call than average,... View Details
Keywords: by Rachel Layne
  • September 2003 (Revised June 2007)
  • Case

Virgin Mobile USA: Pricing for the Very First Time

Dan Schulman, the CEO of Virgin Mobile USA, must develop a pricing strategy for a new wireless phone service targeted toward consumers in their teens and twenties, many of whom are believed to have poor credit quality and uneven usage patterns. Contrary to conventional... View Details
Keywords: Price; Market Entry and Exit; Wireless Technology; Telecommunications Industry; United States
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McGovern, Gail J. "Virgin Mobile USA: Pricing for the Very First Time." Harvard Business School Case 504-028, September 2003. (Revised June 2007.)
  • January 2006 (Revised December 2006)
  • Case

Wal-Mart's Business Environment

By: Felix Oberholzer-Gee
In 2004, Wal-Mart Stores, Inc. proposed to build a new supercenter in Inglewood, a low-income community near Los Angeles. The proposal was a part of Wal-Mart's strategy to bring its supercenter format to California. Introduced in the late 1980s, supercenters added a... View Details
Keywords: Goals and Objectives; Expansion; Market Entry and Exit; Corporate Strategy; Labor Unions; Conflict and Resolution; Retail Industry; Los Angeles
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Oberholzer-Gee, Felix. "Wal-Mart's Business Environment." Harvard Business School Case 706-453, January 2006. (Revised December 2006.)
  • September 2023 (Revised September 2023)
  • Supplement

On

By: Ramon Casadesus-Masanell, Karolin Frankenberger, Sascha Mader, Jordan Mitchell and Karen Elterman
Slides to support the teaching of the On case, 723-430. On is a premium performance running shoe company founded in Switzerland in 2010. The company rapidly gained traction through its unique CloudTec cushioning technology, its innovative midsole plate called the... View Details
Keywords: Brands and Branding; Business Growth and Maturation; Business Model; Business Startups; Business Strategy; Competitive Advantage; Competitive Strategy; Corporate Strategy; Customer Focus and Relationships; Customer Satisfaction; Digital Marketing; Disruptive Innovation; Distribution Channels; Entrepreneurship; Environmental Sustainability; Global Strategy; Initial Public Offering; Innovation and Invention; Innovation Strategy; Market Entry and Exit; Marketing Strategy; Product Design; Product Development; Product Marketing; Social Media; Strategy; Supply Chain Management; Technological Innovation; Apparel and Accessories Industry; Consumer Products Industry; Manufacturing Industry; Retail Industry; Sports Industry; Europe; Germany; Switzerland; United States
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Casadesus-Masanell, Ramon, Karolin Frankenberger, Sascha Mader, Jordan Mitchell, and Karen Elterman. "On Slides." Harvard Business School PowerPoint Supplement 724-376, September 2023. (Revised September 2023.)
  • December 2023
  • Case

Food & Life Companies

By: Forest L. Reinhardt and Akiko Saito
Founded in 1984 in Japan, Food & Life Companies Ltd. (F&LC) operated Sushiro, the largest conveyor belt sushi restaurant chain in Japan, and other types of restaurants that offered sushi and fish cuisine. F&LC was committed to offering high-quality sushi at an... View Details
Keywords: Growth and Development Strategy; Market Entry and Exit; Expansion; Food and Beverage Industry; Japan; Asia; United States
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Reinhardt, Forest L., and Akiko Saito. "Food & Life Companies." Harvard Business School Case 724-015, December 2023.
  • October 2014 (Revised October 2015)
  • Case

Mobileye: The Future of Driverless Cars

By: David B. Yoffie
Mobileye was an Israeli company, officially headquartered in The Netherlands, which was a Tier 2 supplier to the global automobile industry. After 15 years of building a leading technology for autonomous driving systems, Mobileye emerged in 2014 as one of the most... View Details
Keywords: Driverless Car; Competitive Advantage; Strategy; Market Entry and Exit; Technology; Auto Industry; Semiconductor Industry; Technology Industry; Israel
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Yoffie, David B. "Mobileye: The Future of Driverless Cars." Harvard Business School Case 715-421, October 2014. (Revised October 2015.)
  • 17 Apr 2012
  • First Look

First Look: April 17

http://www.hbs.edu/research/pdf/12-090.pdf Why Every Company Needs a CSR Strategy and How to Build It Authors:Kash Rangan, Lisa A. Chase, and Sohel Karim Abstract The authors argue for a strategic and pragmatic, rather than ideological,... View Details
Keywords: Carmen Nobel
  • 16 Jul 2020
  • Research & Ideas

Restaurant Revolution: How the Industry Is Fighting to Stay Alive

be working increasingly from home. Previously, site selection strategies for restaurants focused on density of both working and residential population—depending on the concept, the relative density of each provided key input for... View Details
Keywords: by Michael S. Kaufman, Lena G. Goldberg, and Jill Avery; Food & Beverage
  • 20 Apr 2021
  • Book

A Simple Question That Can Guide Companies to Epic Success

dozens of proposals for projects. Value-based strategy teaches how to select among these ideas and projects. The most successful firms are very strict: Unless an idea creates value for customers, employees, or suppliers, they do not touch... View Details
Keywords: by Danielle Kost
  • December 1995 (Revised February 1999)
  • Case

Toys "R" Us Japan

By: Debora L. Spar
Documents the American retailer's process of entry into the Japanese toy market. Discusses the history of Toys "R" Us in the United States as well as the history of the Japanese toy market, distribution, wholesaling, and retailing systems. Eager to enter the world's... View Details
Keywords: Market Entry and Exit; Cross-Cultural and Cross-Border Issues; Retail Industry; Japan; United States
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Spar, Debora L. Toys "R" Us Japan. Harvard Business School Case 796-077, December 1995. (Revised February 1999.)
  • October 1996 (Revised April 1997)
  • Case

Tweeter etc.

By: John T. Gourville and George Wu
In the early 1990s, Tweeter etc., a small regional retailer of higher-end audio and video equipment, faced increasing competitive pricing pressures from several large regional and national consumer electronics chains. In response, in 1993, they introduced "Automatic... View Details
Keywords: Advertising; Customer Focus and Relationships; Price; Market Entry and Exit; Supply Chain Management; Competition; Electronics Industry; Retail Industry
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Gourville, John T., and George Wu. "Tweeter etc." Harvard Business School Case 597-028, October 1996. (Revised April 1997.)
  • 14 Mar 2017
  • First Look

First Look at New Research, March 14

Cross-Boundary Teaming for Innovation: Integrating Research on Teams and Knowledge in Organizations By: Edmondson, Amy C., and Jean-François Harvey Abstract—Cross-boundary teaming, within and across organizations, is an increasingly popular View Details
Keywords: Sean Silverthorne
  • 2011
  • Working Paper

Platform Competition under Asymmetric Information

In the context of platform competition in a two-sided market, we study how ex-ante uncertainty and ex-post asymmetric information concerning the value of a new technology affects the strategies of the platforms and the market outcome. We find that the incumbent... View Details
Keywords: Information; Technological Innovation; Market Entry and Exit; Two-Sided Platforms; Outcome or Result; Performance Efficiency; Risk and Uncertainty; Competitive Strategy
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Halaburda, Hanna, and Yaron Yehezkel. "Platform Competition under Asymmetric Information." Harvard Business School Working Paper, No. 11-080, February 2011. (Revised June 2011, April 2012.)
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