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September 2019 (Revised May 2020)
Supplement

Keroche (E): Considering Additional Capacity

By: Ramon Casadesus-Masanell and Pippa Tubman Armerding

This case describes Keroche’s growth after entering the beer business in 2008. Although the company was operating at full capacity and not able to fulfill all of its orders, Tabitha Karanja had set a goal of growing Keroche’s share of the Kenyan beer market from... View Details

June 2014 (Revised March 2016)
Case

Relating to Peapod

By: Susan Fournier and Jill Avery

Explores the relationships formed between consumers and the Peapod consumer-direct grocery delivery service, as revealed through an ethnographic study of Boston-area Peapod shoppers conducted between the Summer of 1997 and the Fall of 1999. Three representative case... View Details

Keywords: Brands and Branding; Customer Relationship Management; Marketing Strategy; Service Industry; Boston

June 2013
Supplement

Can PACIV (Puerto Rico) Serve European Customers? (Video Supplement)

By: Jim Sharpe

This is Video Supplement for Can PACIV (Puerto Rico) Serve European Customers? HBS Case #808099. View Details

August 2002 (Revised November 2016)
Background Note

Customer Profitability and Lifetime Value

Introduces the central concepts involved in determining customer lifetime value, with detailed analysis and examples from the realm of direct marketing. Implications for marketing strategy and customer relationship management are briefly discussed. View Details

Keywords: Customer Value and Value Chain; Customer Relationship Management; Customization and Personalization; Product Marketing; Sales; Marketing Strategy; Management Analysis, Tools, and Techniques; Consumer Products Industry

2013
Working Paper

Networks as Covers: Evidence from an On-Line Social Network

By: Mikolaj Jan Piskorski

This paper proposes that networks give actors a cover by giving them the excuse of sociability to engage in normatively prohibited market behaviors. I apply this hypothesis to actors in long-term exclusive relationships who are surreptitiously seeking new relationships... View Details

Keywords: Strategy; Behavior; Ethics; Relationships; Social and Collaborative Networks

September 2015 (Revised March 2025)
Technical Note

FIELD Global Capstone: Developing Customer Empathy

The Design Thinking process begins with empathizing with potential customers. Empathizing, being aware of, interpreting, and understanding the thoughts of others, as well as being able to vicariously experience them oneself, requires the careful and deliberate study of... View Details

Keywords: Market Research; Design Thinking; Customer Behavior; Ethnography; Interviews; Surveys; A/B Testing; Experimentation; Marketing; Customer Focus and Relationships; Consumer Behavior; Demand and Consumers

28 Nov 2023
Book

Economic Growth Draws Companies to Asia. Can They Handle Its Authoritarian Regimes?

think, what they fear, and whose esteem they want. It is not enough to have a friend or an informal relationship to supplement the lack of formal protections; you need, in addition, to understand the moral economy of a place, meaning how... View Details

Keywords: by Sean Silverthorne

May 1992 (Revised August 1993)
Case

Forest Policy in Malaysia

By: Forest L. Reinhardt

The governments of Malaysia and the Malaysian State of Sarawak need to assess possible changes in forest policy. Environmentalist pressure threatens traditional market relationships and patterns of business-government interaction. Harvest regulations, subsidies, trade... View Details

Keywords: Natural Environment; Policy; Government and Politics; Environmental Sustainability; Trade; Business and Government Relations; Governing Rules, Regulations, and Reforms; Forestry Industry; Forest Products Industry; Malaysia

January 2008 (Revised January 2010)
Case

iBasis, Inc.

By: Andrew Wasynczuk, Katherine Dowd and Nicole Kravec

iBasis examines the development of a long-term relationship between equipment manufacturer Cisco and start-up iBasis, a voice-over-internet wholesaler. Questions arise for iBasis founders as to how best to build a beneficial relationship with the much larger partner.... View Details

Keywords: Information Technology; Intellectual Property; Value Creation; Equality and Inequality; Partners and Partnerships; Business Growth and Maturation; Price Bubble; Trust; Business Startups; Manufacturing Industry; Communications Industry; Web Services Industry

March 1993
Case

Liz Claiborne, Inc. and Ruentex Industries, Ltd. (Abridged)

By: Roy D. Shapiro and Marie-Therese M. Flaherty

Details the evolution of a value-creating supplier-buyer partnership. Describes the buyer's (Liz Claiborne) manufacturing and marketing strategy, and details the workings of the firm's relationship with an important Taiwanese supplier of piece goods (Ruentex Industries... View Details

Keywords: Marketing Strategy; Order Taking and Fulfillment; Production; Supply Chain Management; Alliances; Value Creation; Manufacturing Industry

February 2001 (Revised September 2005)
Case

Howard Schultz and Starbucks Coffee Company

By: Nancy F. Koehn

Investigates the entrepreneur's strategic initiatives to develop a mass market for specialty coffee in the 1980s and 1990s. These initiatives included the development of premium products, rapid expansion of company-owned stores--each with attractive retail environments... View Details

Keywords: Entrepreneurship; Groups and Teams; Brands and Branding; Growth Management; Employee Relationship Management; Consumer Behavior; Organizational Design; Leadership Style; Customer Relationship Management; Competitive Advantage; Vertical Integration; Food and Beverage Industry

December 1986 (Revised November 1989)
Case

Hewlett-Packard: Manufacturing Productivity Division (A)

By: Benson P. Shapiro and Lawrence B. Levine

In late summer 1986, the management of the Manufacturing Productivity Division (MPD) of Hewlett-Packard (HP) was in the process of making major market selection and product policy decisions. MPD is a small division which develops and markets manufacturing productivity... View Details

Keywords: Business Divisions; Marketing; Product Marketing; Market Entry and Exit; Production; Research and Development; Manufacturing Industry

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June 1981 (Revised August 1985)
Case

Shopfair Supermarkets (A)

By: John A. Quelch

The marketing vice president of the leading supermarket chain in a major metropolitan area has to plan his 1981 strategy in light of increasing warehouse store competition. Considers relationships with major manufacturers who are supplying warehouse stores with deal... View Details

Keywords: Competition; Marketing Strategy; Retail Industry; Food and Beverage Industry

March 2005 (Revised December 2005)
Case

Actis & CDC: A New Partnership

By: G. Felda Hardymon and Ann Leamon

The senior managing partner of Actis, a leading private equity investor in emerging markets, must decide whether to go into the market to raise money. Actis was spun out of CDC, a 50-year-old division of the U.K.'s Department for International Development, and is... View Details

Keywords: Private Equity; Partners and Partnerships; Emerging Markets; Financial Services Industry; United Kingdom

September 2019 (Revised May 2020)
Supplement

Keroche (D): Transforming the Core Business

By: Ramon Casadesus-Masanell and Pippa Tubman Armerding

This case describes Keroche co-founder Tabitha Karanja’s decision to exit the wine business following the Kenyan government’s 2007 increase in excise taxes on wine. In August 2007, Keroche introduced the vodka drink Viena Ice as a replacement for its fortified wines,... View Details

November 2016 (Revised March 2018)
Case

Brexit

By: Laura Alfaro, Jesse Schreger and Haviland Sheldahl-Thomason

After more than 40 years of membership in the European Union, the United Kingdom voted via referendum to separate from the EU on June 23, 2016. Following the surprise verdict (termed Brexit), a political upheaval followed, with many ministers, including Prime Minister... View Details

Keywords: Voting; International Relations; Government and Politics; System Shocks; United Kingdom; European Union

November 2017
Teaching Note

Amazon.com, 2016

By: John R. Wells and Gabriel Ellsworth

Teaching Note for HBS No. 716-402. On January 28, 2016, Amazon announced record 2015 operating profits of $2.2 billion on $107 billion of sales, and the markets responded with cautious optimism. For years, founder and CEO Jeffrey Bezos had prioritized growth and... View Details

Keywords: Strategic Analysis; Retail; E-commerce; Amazon; Amazon.com; AmazonFresh; Jeff Bezos; Cloud Computing; Marketplaces; Streaming; E-reader Market; Digital Media; Mobile App; Online Retail; Shipping; Database; Tablet; Kindle; Kindle Fire; Smartphone; Delivery; Market Platforms; Two-Sided Platforms; Competition; Internet; Corporate Strategy; Online Advertising; Business Growth and Maturation; Business Model; Business Organization; For-Profit Firms; Film Entertainment; Games, Gaming, and Gambling; Music Entertainment; Television Entertainment; Profit; Revenue; Global Strategy; Multinational Firms and Management; Taxation; Business History; Human Resources; Resignation and Termination; Books; Human Capital; Working Conditions; Business or Company Management; Goals and Objectives; Growth and Development Strategy; Growth Management; Management Practices and Processes; Industry Growth; Industry Structures; Media; Distribution; Distribution Channels; Order Taking and Fulfillment; Infrastructure; Logistics; Product Development; Supply Chain; Supply Chain Management; Organizational Culture; Public Ownership; Work-Life Balance; Problems and Challenges; Labor and Management Relations; Strategy; Adaptation; Business Strategy; Competitive Strategy; Diversification; Expansion; Integration; Horizontal Integration; Vertical Integration; Hardware; Information Technology; Mobile Technology; Online Technology; Technology Networks; Technology Platform; Web; Web Sites; Price; Software; Marketing; Marketing Strategy; Working Capital; Customer Focus and Relationships; Customer Value and Value Chain; Retail Industry; Advertising Industry; Distribution Industry; Electronics Industry; Entertainment and Recreation Industry; Information Technology Industry; Manufacturing Industry; Motion Pictures and Video Industry; Music Industry; Publishing Industry; Shipping Industry; Technology Industry; Video Game Industry; Web Services Industry; United States; Washington (state, US); Seattle

August 2000 (Revised November 2000)
Case

Building Brand Community on the Harley-Davidson Posse Ride

The second Harley-Davidson Posse Ride, a grueling 2,300 mile, 10-day trek from South Padre Island, Tex., to the Canadian Border is billed "for serious riders only." Harley Owner's Group (H.O.G.) Director Mike Keefe must decide whether this rolling rally deserves a... View Details

Keywords: Relationships; Customer Focus and Relationships; Brands and Branding; Motorcycle Industry; United States

Article

Trust and Incentives in Agency

By: Ramon Casadesus-Masanell and Daniel F Spulber

Contracts between a principal and an agent are not formed in a vacuum. Although formal contracts between a principal and an agent contain explicit incentives for performance, the relationship between a principal and an agent also involves implicit incentives. Three... View Details

Keywords: Trust; Motivation and Incentives; Agency Theory; Contracts; Market Transactions; Performance; Relationships; Societal Protocols; Legal Liability; Cost

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March 2005 (Revised April 2007)
Case

Comergent Technologies Inc.: Enterprise E-Commerce

By: V. Kasturi Rangan and Marie Bell

Coming out of the 2001 high-tech industry recession, this venture capital start-up has to come up with a marketing plan to break even and grow. Its innovative e-commerce software provides unique customer relationship management solutions, but it has to convince... View Details

Keywords: Business Startups; Customer Relationship Management; Financial Crisis; Collaborative Innovation and Invention; Business or Company Management; Marketing Strategy; Problems and Challenges; Software; Information Technology Industry

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