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22 Dec 2020
Cold Call Podcast

Dove: Maintaining a Brand with Purpose

September 2011
Case

Vibco Industrial Vibrators

By: Das Narayandas, Kerry Herman and Matthew Preble

Karl Wadensten, president of Vibco Vibrators, was deciding whether to grow his small company through a marketing push for one of two technologies that he believed could launch his company to the next level of sales, or if he should continue to grow his company through... View Details

Keywords: Budgets and Budgeting; Customer Relationship Management; Decision Choices and Conditions; Marketing; Product Launch; Customization and Personalization; Expansion; Manufacturing Industry

November 2023 (Revised April 2024)
Case

Paytm: A Payments Journey in India

By: Álvaro Rodríguez Arregui, Amram Migdal and Kanika Jain

Paytm was an Indian financial technology company. Since its launch in 2010, it had built a dominant payments system in India, comprising mobile wallets, offline payments via QR codes, and a payments bank that offered no-frills banking. However, in 2016, the Indian... View Details

Keywords: Entrepreneurship; Situation or Environment; Business Ventures; Business Model; Banks and Banking; Business Strategy; Competition; Financial Services Industry; Banking Industry; Technology Industry; Asia; South Asia; India

14 Dec 2007
Op-Ed

When Your Product Becomes a Commodity

speed from launch to maturity is faster than ever before. Marketers can do three things to delay the inevitable forces of commoditization. Innovate. A new product that better meets consumer needs, even an upgrade of an existing product,... View Details

Keywords: by John Quelch

February 1999
Case

Crimson Solutions (A)

By: Marco Iansiti and Barbara Feinberg

Describes the design and launch of an Internet venture. Focuses on the drivers of the venture's scalability and adaptability. View Details

Keywords: Business Ventures; Measurement and Metrics; Operations; Adaptation; Internet

August 2023
Case

Ripple 2023

By: David B. Yoffie, Andy Wu and Sarah von Bargen

This case covers Ripple’s events from 2020–2023. The focus of this case is Ripple’s 2023 victory over the SEC, which sued Ripple in 2020 claiming that they did not register their XRP coins as securities. After Ripple’s victory, CEO Garlinghouse faced numerous... View Details

Keywords: Cryptocurrency; Currency; Lawsuits and Litigation; Business Strategy

November 2023
Case

Copilot(s): Generative AI at Microsoft and GitHub

By: Frank Nagle, Shane Greenstein, Maria P. Roche, Nataliya Langburd Wright and Sarah Mehta

This case tells the story of Microsoft’s 2018 acquisition of GitHub and the subsequent launch of GitHub Copilot, a tool that uses generative artificial intelligence to suggest snippets of code to software developers in real time. Set in late 2021, when Copilot was... View Details

Keywords: Business Ventures; Strategy; AI and Machine Learning; Applications and Software; Product Launch; Information Technology Industry; Technology Industry; Web Services Industry; United States; California

August 2010 (Revised November 2010)
Case

Tesco PLC: Fresh & Easy in the United States

By: John A. Quelch

Tesco, the world's third largest retailer, is facing problems with its launch of a new retail chain in the U.S. View Details

Keywords: Multinational Firms and Management; Marketing; Market Entry and Exit; Retail Industry; United Kingdom; United States

June 2001
Case

Competitive Dynamics in Home Video Games (H): The Demise of the Sega Saturn

Provides a follow-up to the situation leading up to Sega's launch of Saturn. A rewritten version of an earlier case. View Details

Keywords: Competition; Product Launch; Video Game Industry

10 Apr 2013
Other Presentation

Social Progress Index

By: Michael E. Porter, Scott Stern and Roberto Artavia Loria

Social Progress Index 2013 Launch View Details

Keywords: Social Progress Index; Economics; Society

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

January 2002 (Revised September 2022)
Case

Aqualisa Quartz: Simply a Better Shower

By: Youngme E. Moon and Kerry Herman

Harry Rawlinson is managing director of Aqualisa, a major U.K. manufacturer of showers. He has just launched the most significant shower innovation in recent history: the Quartz shower. The shower provides significant improvements in terms of quality, cost, and ease of... View Details

Keywords: Problems and Challenges; Product Launch; Consumer Behavior; Product Positioning; Technological Innovation; Decision Choices and Conditions; Sales; Strategy; Manufacturing Industry; Consumer Products Industry; United Kingdom

April 2019 (Revised August 2020)
Case

Raksul

By: Scott Duke Kominers, Masahiro Kotosaka, Nobuo Sato and Akiko Kanno

Raksul, 2018 Forbes Japan "Startup of the Year," ran an e-commerce platform drawing upon thousands of individual suppliers. Launched as a business-to-business printing services marketplace, Raksul had recently expanded to operate both a logistics/delivery marketplace... View Details

Keywords: Marketplace Design; B2B; Platform Strategy; Printing; Entrepreneurship; Digital Platforms; Logistics; Advertising; Growth and Development Strategy; Industry Structures; E-commerce; Web Services Industry; Japan

November 2011 (Revised December 2012)
Case

Rent the Runway

By: Thomas R. Eisenmann and Laura Winig

Two months after a successful launch in November 2009, the cofounders of Rent the Runway (RTR), a website that rented designer dresses, are debating whether to grow their startup at a measured pace and focus on improving operational effectiveness, or raise a new round... View Details

Keywords: Lean Startup; Electronic Commerce; Fashion; Expansion; Business Startups; Growth and Development Strategy; E-commerce; Fashion Industry

December 1995
Case

AT&T USADirect In-Language Service: India

By: John A. Quelch

AT&T managers are assessing demand for a soon-to-be launched new operator-assisted, in-language international telephone service from India. View Details

Keywords: Communication Technology; Demand and Consumers; Emerging Markets; Product Launch; Telecommunications Industry; United States; India

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15 Aug 2023
Cold Call Podcast

Ryan Serhant: How to Manage Your Time for Happiness

Keywords: Re: Ashley V. Whillans; Real Estate

05 Dec 2023
Cold Call Podcast

Tommy Hilfiger’s Adaptive Clothing Line: Making Fashion Inclusive

Keywords: Fashion; Consumer Products; Apparel & Accessories; Retail

January 1991
Supplement

Volkswagen of America: Audi 5000 (B)

By: Stephen A. Greyser

Six months after the launch in the United States of Audi 5000, Audi marketing executives and their advertising agency must appraise the introductory advertising for the car. Three alternative campaigns to replace the current one are under consideration. View Details

Keywords: Advertising; Advertising Campaigns; Product Launch; Performance Evaluation; Auto Industry; United States

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April 2015
Case

Domeyard: Starting a High-Frequency Trading (HFT) Hedge Fund

By: Lauren Cohen, Christopher Malloy and Matthew Foreman

The principals at Domeyard, a start-up high frequency trading (HFT) hedge fund based in Cambridge, faced a myriad of important decisions: which markets to trade on, how to raise capital, and from whom to raise capital. Many of these decisions were standard for... View Details

March 2022
Supplement

Pakistan Rising: Bazaar's Growth Story (B)

By: Paul A. Gompers and Gamze Yucaoglu

The case opens in January 2022 as Hamza Jawaid and Saad Jangda, co-founders of Bazaar technologies (Bazaar), the Pakistani high growth B2B e-commerce marketplace, are looking over the performance of the newly launched “buy now, play later” feature. The traction looks... View Details

Keywords: B2B; Business Model; Emerging Markets; For-Profit Firms; Strategy; Digital Platforms; Information Technology; Value Creation; Globalization; Competition; Expansion; Profit; Resource Allocation; Diversification; Corporate Strategy; Pakistan

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