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  • 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
Keywords: Artificial Intelligence; Machine Learning; Robotics; Robots; Ecommerce; Fulfillment; Warehousing; AI; Startup; Technology Commercialization; Business Startups; Entrepreneurship; Logistics; Order Taking and Fulfillment; Information Technology; Commercialization; Learning; Complexity; Competition; E-commerce
Related
  • 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
Keywords: CV Ingenuity; CVI; Drug Eluting Balloon; DEB; Drug Eluting Stent; Angioplasty Balloon; FoxHollow; Medical Device; Medical Device Startup; Premarket Approval; PMA; Lutonix; Stellarex; LEVANT; ILLUMENATE; Clinical Trials; Peripheral Arterial Disease; PAD; Healthcare Startups; Covidien; Health Care and Treatment; Health Testing and Trials; Business Startups; Commercialization; Health Industry; Medical Devices and Supplies Industry; United States; Europe
Related
  • 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
Keywords: Brands and Branding; Competition; Customers; Disruption; Disruptive Innovation; Distribution Channels; Entrepreneurship; Finance; Macroeconomics; Marketing; Marketing Channels; Marketing Communications; Marketing Strategy; Mission and Purpose; Organizational Culture; Product Design; Product Development; Product Positioning; Sales; Social Issues; Social Marketing; Business Startups; Strategic Planning; Strategy; Supply Chain Management; Venture Capital; Beauty and Cosmetics Industry; Advertising Industry; Public Relations Industry; Chemical Industry; Manufacturing Industry; Retail Industry; North and Central America; United States; New York (city, NY); New York (state, US)
Related
  • January 2017 (Revised December 2017)
  • Case

Carmichael Roberts: To Create a Private Equity Firm?

By: Steven Rogers and Kenneth J. Cooper
Carmichael Roberts, a rare African-American venture capitalist, considered leaving his general partnership in a private equity firm near Boston and setting up his own in 2015. He weighed whether the timing was right, with the economy still not fully recovered from the... View Details
Keywords: Venture Capital; Equity; Innovation And Invention; Investment; Ownership; Science; Science Bassed Business; Markets; Relationships; Capital; Private Equity; Technological Innovation; Investment Return; Going Public; Ownership Stake; Science-Based Business; Market Timing; Marketplace Matching; Partners and Partnerships; Financial Services Industry; Technology Industry; Manufacturing Industry; United States; Massachusetts; Boston; California; San Francisco; New York (city, NY)
Related
  • August 2023
  • Case

Kariyer.net: Recruiting AI

By: Shunyuan Zhang, Fares Khrais and Namrata Arora
In 2017, Fatih Uysal (AMP 2021) became CEO of Kariyer.net. By then, the business was already the industry leading online job board in Turkey. However, faced with stalling growth, a turbulent macroenvironment, and growing competition from international players, Uysal... View Details
Keywords: Online Technology; Marketing; Websites; Artificial Intelligence; Innovation; Two-sided Platforms; Internet and the Web; Product Launch; Product Positioning; Job Search; Employment; Transformation; Volatility; Innovation and Invention; Disruptive Innovation; Management Practices and Processes; Business Growth and Maturation; Competitive Strategy; Business Startups; Talent and Talent Management; Cost vs Benefits; Macroeconomics; Corporate Entrepreneurship; Emerging Markets; Digital Platforms; Employment Industry; Information Technology Industry; Technology Industry; Middle East; Turkey
Related

    Rembrand M. Koning

    Rem Koning is the Mary V. and Mark A. Stevens Associate Professor at Harvard Business School. He researches and teaches entrepreneurship, exploring the biases and frictions that shape how founders and markets learn. His current research explores... View Details

    Keywords: high technology; software; biotechnology
    • June 2020
    • Teaching Note

    Shiseido Acquires Drunk Elephant

    By: Jill Avery
    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: Brand Management; Brand Valuation; Brand Equity; Brand Value; Mergers ＆ Acquisitions; Startup; DTC; Brand Portfolio Strategy; Marketing; Marketing Strategy; Brands and Branding; Mergers and Acquisitions; Valuation; Entrepreneurship; Business Startups; Beauty and Cosmetics Industry; Consumer Products Industry; United States; Japan; Asia; North America
    Related
    • June 2013
    • Supplement

    Studio Moderna - Sandi Cesko, CEO, Video Supplement

    By: Jim Sharpe
    This is the Video Supplement for Studio Moderna - A Venture in Eastern Europe (HBS Case #808110). View Details
    Keywords: Entrepreneurial Management; Entrepreneurial Marketing; Entrepreneurial Organizations; International Entrepreneurship; International Expansion; Consumer Marketing; Consumer Goods; Innovation; Leadership; Organizational Structure; Advertising; Internet; Marketing; General Management; Growth; Organizational Development; Television; Entrepreneurship; Geographic Location; Globalization; Cross-Cultural and Cross-Border Issues; Digital Marketing; Business Startups; Marketing Channels; Media; Consumer Products Industry; Distribution Industry; Retail Industry; Slovenia; Slovakia; Croatia; Macedonia; Bulgaria; Serbia and Montenegro; Poland; Hungary; Bosnia and Hercegovina; Czech Republic; Lithuania; Estonia; Albania; Romania; Central Asia
    Related
    • 2004
    • Case

    Neology: Embedded Opportunities in the RFID Space (A)

    By: Roberto Charvel and Atul Joshi
    Neology was a pioneer in the RFID industry that was able to attract U.S. Army contracts and secure financing by creating a holding company in the U.S., while being a Mexican company. View Details
    Keywords: Entrepreneurial Finance; Venture Capital; Emerging Market; Business Startups; Innovation and Invention; Technology
    Related
    • 2009
    • Case

    The North America Environmental Fund (NAEF)

    By: Roberto Charvel, Fernando Fabre and T. Putimahtama
    NAEF was the first VC fund created in Latin America. It was also the first fund to focus on green technologies. The fund and its managers confronted several issues regarding the under-developed governance and cultural structures required for succesful VC investments. View Details
    Keywords: Clean Tech; Emerging Market; Venture Capital; Business Startups; Energy; Entrepreneurship; Finance; Governance; Technology; Green Technology Industry; Financial Services Industry; Latin America; North and Central America
    Related
    • 13 Jul 2016
    • HBS Case

    How Uber, Airbnb, and Etsy Attracted Their First 1,000 Customers

    New businesses often struggle finding their first customers. The challenge is even more difficult with startups in the sharing economy that launch as platforms connecting independent service providers with consumers. Take Uber. Its... View Details
    Keywords: by Michael Blanding; Retail; Service; Transportation
    • 16 Sep 2015
    • Research & Ideas

    Can Applied Economics Save Homeless Puppies?

    matching system for New England, correcting public school choice programs in New York and Boston, and tackling markets for new medical residents, economists, and lawyers. That same year, Christine L. Exley and Elena Battles launched a... View Details
    Keywords: by Carmen Nobel; Retail
    • June 2014 (Revised October 2015)
    • Case

    Molycorp: Financing the Production of Rare Earth Minerals (A)

    By: Benjamin C. Esty and E. Scott Mayfield
    Molycorp, the western hemisphere's only producer of rare earth minerals, was in the middle of a $1 billion capital expenditure project in its effort to become a vertically integrated supplier of rare earth minerals, oxides, and metals. Yet it had just reported lower... View Details
    Keywords: Convertible Debt; Uncertainty; Competition; Startup; China; Supply ＆ Demand; Growth; Rare Earth Minerals; Discounted Cash Flows; Mining; Payoff Diagrams; Option Pricing; Capital Budgeting; Capital Structure; Cash Flow; Financial Strategy; Market Entry and Exit; Vertical Integration; Valuation; Metals and Minerals; Mining Industry; Industrial Products Industry; Canada; California
    Related
    • 06 Dec 2021
    • News

    Action Plan: Whole Sale

    of Walmart’s beauty business. Balbale was a vice president at the Vitamin Shoppe in the mid-2010s when he saw Amazon and startup e-tailers moving into the wellness category. The competition inspired him to transition into the e-commerce... View Details
    Keywords: April White; ecommerce; bricks and mortar; marketing; beauty
    • March 2020 (Revised November 2020)
    • Case

    FinTech Hive at DIFC: Creating a Fintech Ecosystem in Dubai

    By: Marco Di Maggio and Gamze Yucaoglu
    The case opens in 2019 as Raja Al Mazrouei, executive vice president of FinTech Hive (the Hive) at the Dubai International Financial Centre (DIFC), the first and largest financial technology accelerator in the Middle East, Africa and South Asia region, contemplates her... View Details
    Keywords: Fintech; Emerging Markets; Business Startups; Venture Capital; Management; Information Technology; Growth Management; Financial Markets; Financial Institutions; United Arab Emirates; Middle East; Dubai
    Related
    • 16 Sep 2015
    • News

    Can Applied Economics Save Homeless Puppies?

    • March 2024 (Revised April 2025)
    • Case

    TELEXISTENCE Inc.

    By: Paul A. Gompers and Akiko Saito
    A case about a Japanese robotics startup aiming to enter the U.S. market with its robots that combine AI and human intervention to complete restocking tasks in retail stores. View Details
    Keywords: Business Startups; Entrepreneurship; Market Entry and Exit; Technology Adoption; Decisions; AI and Machine Learning; Retail Industry; Technology Industry; Japan; United States
    Related
    • February 2024
    • Case

    Adventures Inc: 21st Century Brand Building

    By: Boris Groysberg and Sarah L. Abbott
    Founded in 2020, Adventures worked with celebrities in Brazil to create and launch digitally native brands. The idea was to match the celebrity’s skill in creating content and entertaining fans with Adventures’ skill in consumer packaged goods marketing and operations.... View Details
    Keywords: Digital Brand; Influencer Marketing; Growth And Scaling; Capital Constraints; Brand Portfolio Strategy; CPG; Start-up; Celebrity Endorsement; Digital Marketing; Growth and Development Strategy; Entrepreneurship; Advertising; Social Media; Business Startups; Joint Ventures; Brands and Branding; Brazil
    Related
    • Research Summary

    Entrepreneurial Management: Customer Discovery and Business Development

    By: Frank V. Cespedes
    This research focuses on: (a) market research methods and tactics suitable to startups seeking their initial customers and validation of their initial business model; (b) guidelines for conducting visits with potential customers as part of the startup ptrocess; and (c)... View Details

      Christina M. Wallace

      A self-described “human Venn diagram” Christina Wallace has crafted a career at the intersection of business, technology, and the arts. She is a Senior Lecturer in the Entrepreneurial Management Unit at Harvard Business... View Details

      Keywords: arts; venture capital industry; consumer products; service industry; internet