Publications

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May 2017 (Revised August 2021)
Case

Mavi: Fashioning a Path to Brand Growth

By: Jill Avery and Gamze Yucaoglu

This case examines the strategic choices and business model with regards to branding at Mavi, a leading Turkish apparel retailer. The case is presented from the perspective of the company CEO and its global brand director who is also part owner. In 2015, Mavi had sales... View Details

September 2023
Case

DocSend: A Path off the Plateau?

By: Thomas R. Eisenmann and Jeffrey Huizinga

Recounts how the leaders of DocSend, an early-stage startup that offered tools for sharing files online, searched for a viable business model and weighed tradeoffs in transitioning from a sales-led to a product-led "go-to-market" approach. View Details

Keywords: Technology; Start-up; Growth; Business Model; Business Startups; Sales; Growth and Development Strategy; Technology Industry

June 2020
Teaching Note

Armarium: Luxury Fashion Brands for Rent

By: Jill Avery and David Fubini

Armarium, a two-sided digital platform that offered consumers the opportunity to rent the most coveted, current season high fashion clothing and accessories from the top global luxury brands, had emerged from its first sales season with two distinct customer segments:... View Details

Keywords: Luxury Brand; Fashion; Sharing Economy; Two-sided Marketplace; Target Market; Customer Selection; Marketing; Brands and Branding; Luxury; Two-Sided Platforms; Business Model; Growth and Development Strategy; Customer Value and Value Chain; Fashion Industry; Consumer Products Industry; United States; North America

2009
Working Paper

Where Is the Pharmacy to the World? International Regulatory Variation and Pharmaceutical Industry Location

By: Arthur Daemmrich

A consumer-oriented model for drug development and use has attracted attention in recent years as an alternative to the much-maligned approach of mass-marketing blockbuster drugs. In a parallel development, patients and disease-based organizations have assumed greater... View Details

Keywords: Governing Rules, Regulations, and Reforms; Health Disorders; Health Testing and Trials; Power and Influence; Competitive Strategy; Pharmaceutical Industry; European Union; Germany; United States

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Program

Creating Brand Value

individuals will have the opportunity to work together during the program if they so choose. Learning and Living at HBS When you participate in an Executive Education program on the HBS campus, you enter an immersive experience where every aspect of the learning View Details

2008
Chapter

Where is the Pharmacy to the World? Pharmaceutical Industry Location and International Regulatory Variation

By: Arthur A. Daemmrich

A consumer-oriented model for drug development and use has attracted attention in recent years as an alternative to the much-maligned approach of mass-marketing blockbuster drugs. In a parallel development, patients and disease-based organizations have assumed greater... View Details

Keywords: Geographic Location; Governing Rules, Regulations, and Reforms; Health Testing and Trials; Demand and Consumers; Pharmaceutical Industry; European Union; Germany; United States

September 2021 (Revised December 2023)
Case

On the Bubble: Startup Bootstrapping

By: Jeffrey J. Bussgang, Tom Quinn and Annelena Lobb

Bubble was a software company in the low-code/no-code market, making tools that allowed users without traditional programming backgrounds or technical skills to build software. The case covers cofounder Joshua Haas’s engineering background, as he experienced a high... View Details

Program

Strategic Marketing for Driving Growth

capture value Thrive in the era of digital marketing and digital business models Assess ROI for your marketing spend Balance performance and brand marketing Craft engaging, outcome-based omni-channel experiences Harness the power of AI... View Details

07 Dec 2015
HBS Seminar

Antonio Moreno-Garcia, Assistant Professor of Managerial Economics & Decision Sciences, Kellogg School of Management, Northwestern University

December 2017 (Revised June 2021)
Case

Tesla's Bid for SolarCity

By: Charles C.Y. Wang and Raaj Zutshi

In October 2016, Tesla asked its shareholders to ratify their $2.4 billion bid for SolarCity. Tesla had announced a series of large projects in the preceding months including the unveiling of the Model 3, the new Solar Roof, and pushing forward the opening of the... View Details

Keywords: Mergers and Acquisitions; Business and Shareholder Relations; Project Finance

This is a descriptive study of the structure of communications in a modern organization. We analyze a dataset with millions of electronic mail messages, calendar meetings and teleconferences for many thousands of employees of a single, multidivisional firm during... View Details

26 Apr 2011
First Look

First Look: April 26

the sale of insurance products). Moreover, the use of CLV information did not have a negative impact on pricing, as some of the literature suggests, nor on default risk, indicating that managers increased View Details

Keywords: Sean Silverthorne

October 1997 (Revised July 1999)
Case

Best Buy

By: V. Kasturi Rangan and Balaji Chakravarthy

Documents the evolution of Best Buy, an electronics retailer, from its founding in 1966 to its very successful "Concept 2" strategy in 1996, boosting its sales ($7.2 billion) past industry #1 Circuit City. Its CEO Richard Schulze offers a new vision (Concept 3) to... View Details

Keywords: History; Business Model; Competitive Strategy; Adaptation; Customer Focus and Relationships; Customization and Personalization; Retail Industry

2008
Working Paper

Communication (and Coordination?) in a Modern, Complex Organization

By: Adam M. Kleinbaum, Toby E. Stuart and Michael L. Tushman

This is a descriptive study of the structure of communications in a modern organization. We analyze a dataset with millions of electronic mail messages, calendar meetings and teleconferences for many thousands of employees of a single, multidivisional firm during a... View Details

Keywords: Business Conglomerates; Interpersonal Communication; Organizational Structure; Social Issues; Boundaries

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Program

The Business of Entertainment, Media, and Sports

sale of creative goods and services Balance risks and rewards to manage multiple new releases simultaneously Execute strategic marketing decisions that take into account different industry players' roles Make better investments in talent... View Details

Keywords: Media & Entertainment; Media & Entertainment

January – February 2009
Article

Content vs. Advertising: The Impact of Competition on Media Firm Strategy

By: David Godes, Elie Ofek and Miklos Sarvary

Media firms compete in two connected markets. They face rivalry for the sale of content to consumers, and at the same time, they compete for advertisers seeking access to the attention of these consumers. We explore the implications of such two-sided competition on the... View Details

Keywords: Monopoly; Duopoly and Oligopoly; Business Model; Price; Media; Competitive Strategy; Competitive Advantage; Advertising; Profit; Media and Broadcasting Industry