Go To Market Strategy - Publications - Faculty & Research

December 2019 (Revised March 2020)
Case

Impossible Foods

By: Jose B. Alvarez and Natalie Kindred

Impossible Foods founder and CEO Pat Brown started the company out of concern over livestock production’s impact on climate change. Impossible’s mission is to end consumption of animals by 2035, and its strategy is to develop and market plant-based foods so similar to... View Details

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13 May 2019
News

The Industrialist's Dilemma: Hubert Joly, Chairman and CEO of Best Buy

July 2003 (Revised October 2018)
Case

Starbucks: Delivering Customer Service

By: Youngme Moon and John Quelch

Starbucks, the dominant specialty-coffee brand in North America, must respond to recent market research indicating that the company is not meeting customer expectations in terms of service. To increase customer satisfaction, the company is debating a plan that would... View Details

Keywords: Customer Focus and Relationships; Customer Satisfaction; Profit; Recruitment; Marketing Strategy; Service Operations; Performance Improvement; Planning; Food and Beverage Industry

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23 Jun 2016
Op-Ed

Brexit: Should Britain Stay or Go?

Editor's Note: Millions of Brits are going to the polls today to take part in an historic vote on the European Union that will have a huge impact on the economic, political,... View Details

Keywords: by Geoffrey G. Jones & Dante Roscini

February 2023 (Revised March 2023)
Case

Twitter Turnaround and Elon Musk

By: Andy Wu and Goran Calic

Late afternoon on Friday, October 27th, 2022, Elon Musk was the center of attention at Twitter’s San Francisco headquarters. The night before, Musk officially took the company private and became Twitter’s majority shareholder, finally ending a months-long acquisition... View Details

Keywords: Elon Musk; Twitter; Acquisition; Revenue; Advertising; Social Media; Business or Company Management; Public Opinion; Job Cuts and Outsourcing

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March 2023
Case

On

By: Ramon Casadesus-Masanell, Karolin Frankenberger and Sascha Mader

Founded in 2010, in just one decade, the Swiss company On had established itself as a main player in global sports footwear and apparel. Based on an unconventional strategy which one of the founders labeled as “obsessively distinct,” On grew its sales with a compound... View Details

Keywords: Growth and Development Strategy; Environmental Sustainability; Product Positioning; Business Model; Apparel and Accessories Industry; Consumer Products Industry; Europe

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October 2011 (Revised March 2013)
Case

Yale University Investments Office: February 2011

By: Josh Lerner and Ann Leamon

David Swensen and the Investments Office staff must decide whether to continue to allocate the bulk of the university's endowment to illiquid investments—hedge funds, private equity, real estate—given the impact of the recent market turmoil. The case explores the risks... View Details

Keywords: Asset Management; Resource Allocation; Investment; Venture Capital; Investment Funds; Property; Private Equity

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Research Summary

Research Questions

By: Anita Elberse

One overarching question drives my research: What are effective marketing strategies for managers in creative industries?

I focus on three sub-questions:

How can managers in creative industries effectively manage products and product... View Details

04 Jun 2012
News

What is 'Creating Shared Value'?

09 Mar 2022
Research & Ideas

War in Ukraine: Soaring Gas Prices and the Return of Stagflation?

to be affected by the crisis. In a way, the effects are for every firm in the world because we are talking about the future of globalization, and the potential fragmentation of lots of global markets and the... View Details

Keywords: by Avery Forman; Energy

01 Mar 2010
Op-Ed

A Golden Opportunity for Ford and GM

[process] will take enormous effort, ingenuity, and discipline along with massive investments.” No doubt Toyota will regain some of its lost market share in the short term, to the extent the automaker's... View Details

Keywords: by Bill George; Auto

23 Jan 2013
Research & Ideas

Three-Dimensional Strategy: Winning the Multisided Platform

traditional resellers. Also, MSPs can be less capital intensive for start-ups. No wonder, then, that an increasing number of entrepreneurial ventures such as thredUP have been attracted to the MSP model. But in 2012 thredUP's management... View Details

Keywords: by Julia Hanna

December 1998 (Revised May 1999)
Case

PlaceWare: Issues in Structuring a Xerox Technology Spinout

Xerox has established a process to spin out technologies it develops that do not fit with its current business needs. To structure these "spinouts," a number of issues arise on how to treat people and intellectual property. PlaceWare is the first technology to go... View Details

Keywords: Technology; Commercialization; Corporate Entrepreneurship; Intellectual Property

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October 1990 (Revised March 1998)
Case

De Beers Consolidated Mines Ltd. (A)

Describes the problems facing De Beers at the start of 1983. De Beers had, since its formation in 1888, exercised a large measure of control over the world supply of diamonds. In 1983, the company itself mined over 40% of the world's natural diamonds and, through... View Details

Keywords: Industry Structures; Crisis Management; Business Strategy; Mining; Mining Industry

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31 Aug 2020
Blog Post

Five Important Steps before Taking the Entrepreneurial Leap

that pioneered conversational commerce. At Hilma, Hilary leverages her personal passion for consumer products and integrative health with her Harvard MBA, and impressive professional history of launching new consumer brands, to build and... View Details

September 2008
Case

Samoa Tala

By: Joshua D. Coval, Bhagwan Chowdhry and Konark Saxena

This case examines currency risks faced by Microfinance Institutions, and evaluates strategies to hedge them in countries with pegged currency regimes and no derivatives markets. An MFI based in Western Samoa borrows in different currencies like the US dollar and the... View Details

Keywords: Cash Flow; Currency Exchange Rate; Microfinance; Risk and Uncertainty; Financial Services Industry; Samoa

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September 2016
Case

Partners Group: Ain't No Mountain High Enough

By: Nori Gerardo Lietz and Ricardo Andrade

Partners Group (PG), a Swiss-based PE manager, initiated a series of strategic shifts and evolved from a predominately fund-of-funds manager into a large, multi-asset class PE firm focused on direct investments. PG was the first PE firm to go public in 2006. A number... View Details

Keywords: Business Model; Management Practices and Processes; Entrepreneurship

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03 Jul 2012
First Look

First Look: July 3

1990s to the 2000s and how the emergence of SecondMarket provided liquidity to privately held companies like iContact, an email and social marketing software-as-a-service... View Details

Keywords: Sean Silverthorne

February 1997
Case

Advent of Venture Capital in Latin America, The

By: Debora L. Spar

Widely regarded as the leader in international private equity, Advent International is considering the establishment of a private equity fund in Latin America in 1996. Typically, Advent entered new private equity markets through the creation of multicountry regional... View Details

Keywords: Venture Capital; Joint Ventures; Market Entry and Exit; Globalized Markets and Industries; Financial Services Industry; Boston; Latin America

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June 1994
Case

Nicolas G. Hayek

By: John J. Gabarro and Dominik E.D. Zehnder

With very few exceptions, established premium producers eventually begin to lose market share and profitability to new, dynamic competitiors. These companies respond by focusing on their old success strategy without regard to changes in the marketplace. This is what... View Details

Keywords: Change Management; Leadership Style; Leading Change; Alignment; Innovation Leadership; Management Teams; Apparel and Accessories Industry

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