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29 Oct 2020
Research & Ideas

The COVID Gender Gap: Why Fewer Women Are Dying

that public health officials should target their pandemic messaging to men differently than to women, to encourage safer behaviors and reduce the spread of the disease globally. Research shows that men are dying from COVID in much higher... View Details

Keywords: by Dina Gerdeman; Health

June 2013 (Revised January 2024)
Case

Governance and Sustainability at Nike (A)

By: Lynn S. Paine, Nien-hê Hsieh and Lara Adamsons

Two members of Nike's executive team must decide what sustainability targets to propose to Nike's CEO and to the corporate responsibility committee of Nike's board of directors. Set in 2012, the case traces the evolution of Nike's approach to environmental and social... View Details

Keywords: Nike; Hannah Jones; Mark Parker; Phil Knight; Philip Knight; Eric Sprunk; Jill Ker Conway; Phyllis Wise; Don Blair; Sustainable Business And Innovation; SB＆I; Flyknit; DyeCoo; Footwear; Athletic Footwear; Apparel; Athletic Apparel; Sustainability; Greenpeace; Detox Campaign; Dirty Laundry; Water; Water Use; Water Pollution; Water Resources; Corporate Responsibility Committee; Judgment; Board Of Directors; Board Committees; Environmental And Social Sustainability; Footwear Industry; Decision Choices and Conditions; Decisions; Ethics; Fairness; Globalized Firms and Management; Multinational Firms and Management; Globalized Markets and Industries; Governance; Corporate Accountability; Corporate Governance; Innovation and Invention; Innovation and Management; Innovation Leadership; Innovation Strategy; Goals and Objectives; Management Practices and Processes; Corporate Social Responsibility and Impact; Performance; Alignment; Supply Chain; Organizational Change and Adaptation; Judgments; Apparel and Accessories Industry; Asia; China; United States; Oregon; Portland

November 2004 (Revised July 2006)
Case

Patrimonio Hoy

By: Arthur I Segel, Michael Chu and Gustavo Herrero

Patrimonio Hoy is a program targeting the housing needs of the low-income population by CEMEX, a major Mexican company and a leading global cement producer. Originally conceived as a project to understand the customers in the self-construction segment better, a major... View Details

Keywords: Housing; Construction; Product Design; Globalized Firms and Management; Microfinance; Income; Market Entry and Exit; Emerging Markets; Entrepreneurship; Construction Industry; Mexico

June 2020
Case

Agile Consumer Product Innovation with Alibaba's Tmall Innovation Center

By: William R. Kerr, Daniel O'Connor and James Palano

Consumer products companies were beset by changes on all sides during the 2010s. Customers were increasingly turning to ecommerce platforms rather than shopping in-store. Meanwhile, nimble, digitally-savvy competitors were gaining market share by capitalizing on the... View Details

Keywords: Future Of Work; Retail; Ecommerce; Alibaba; Consumer Products; Innovation; Innovation and Invention; Product Development; Consumer Behavior; E-commerce; Consumer Products Industry; Retail Industry; China

November 2018 (Revised April 2019)
Case

Zespri Grows

By: David E. Bell and Natalie Kindred

Controlling about a third of global kiwifruit exports by volume and nearly half by value in 2018, Zespri was a grower-owned “corporatized cooperative” with the exclusive right to export New Zealand-grown kiwifruit (except to Australia). Zespri did not grow fruit but... View Details

05 Mar 2019
First Look

New Research and Ideas, March 5, 2019

towards those customers for whom the intervention will pay off, therefore increasing the value of customers while maximizing the return on the marketing efforts. Targeting effectively ultimately depends on... View Details

Keywords: Dina Gerdeman

June 1994 (Revised December 1997)
Case

Safeway, Inc.'s Leveraged Buyout (A)

After years of deteriorating financial performance and eroding market position, Safeway, Inc., the largest public grocery store chain in the United States, found itself the target of a hostile takeover offer. Management decided to take the company private in a $4.3... View Details

Keywords: Leveraged Buyouts; Restructuring; Retail Industry; United States

27 Jul 2019
Op-Ed

Does Facebook's Business Model Threaten Our Elections?

investing billions of dollars and tens of thousands of employees and contractors to implement it. The market capitalization of the company dropped over $100 billion in one day, now roughly back to the pre-crisis level. At the same time,... View Details

Keywords: by George Riedel

January 2003 (Revised June 2003)
Case

Adams Capital Management: March 2002

By: G. Felda Hardymon, Josh Lerner and Ann Leamon

In March 2002, the five partners of Adams Capital Management (ACM), a venture capital firm investing in information technology telecommunications with $700 million under management, gathered to discuss whether they should change their strategy in view of the prolonged... View Details

Keywords: Decision Choices and Conditions; Economic Slowdown and Stagnation; Venture Capital; Investment Portfolio; Business or Company Management; Partners and Partnerships; Business Strategy; Financial Services Industry

22 Sep 2003
Research & Ideas

When Protestors Knock at Your Door

may serve as a clever way to differentiate a brand or product and capture market share. Q: What can managers learn from past experiences of targeted companies? Spar: I think the broadest lesson is not to... View Details

Keywords: by Cynthia Churchwell

September 2006 (Revised November 2007)
Case

Patrimonio Hoy: A Financial Perspective

By: Arthur I Segel, Michael Chu and Gustavo A. Herrero

Patrimonio Hoy, a program targeting the housing needs of low-income families launched by CEMEX, a major Mexican corporation and a leading global cement company, has gone from a market research project to a highly visible initiative in 22 cities and has earned public... View Details

Keywords: Diversification; Housing; Income; Corporate Social Responsibility and Impact; Emerging Markets; Finance; Mexico

February 2024
Case

FIGS: Scrubbing the Status Quo

By: Jeffrey F. Rayport and Nicole Tempest Keller

In October 2023, FIGS had revolutionized the medical scrubs industry with its fashionable and functional designs, but the venture was at a critical juncture. The digitally native vertical brand (DNVB) had gone public in a successful IPO in 2021 and reached $500 million... View Details

Keywords: Marketing Channels; Corporate Strategy; Business Growth and Maturation; Business Model; Decision Choices and Conditions; Competitive Strategy; Expansion; Apparel and Accessories Industry; Fashion Industry; United States; California; Los Angeles; Europe; Canada

October 2009 (Revised July 2012)
Case

Emotiv Systems Inc.: It's the Thoughts that Count

By: Elie Ofek, Jason Riis and Paul Hamilton

Emotiv is getting ready to launch its innovative brain-computer interfacing (BCI) technology. The company has developed a special headset, called EPOC, and highly sophisticated software that can translate a person's emotions, cognitive thoughts, and facial expressions... View Details

Keywords: Technology Adoption; Sales; Technological Innovation; Demand and Consumers; Marketing Strategy; Partners and Partnerships; Entrepreneurship; Forecasting and Prediction; Product Launch; Business Startups; Technology Industry

March 2011 (Revised July 2011)
Case

Vestas' World of Wind

By: Thomas J. Steenburgh and Elena Corsi

The wind turbine manufacturer Vestas launched the industry's first highly localized and customized new product launch campaigns which used also new tools such as web 2.0 platforms. Used to operate in a market where demand exceeded supply, Vestas had lost contact with... View Details

Keywords: Customer Focus and Relationships; Marketing Channels; Internet and the Web; Product Launch; Demand and Consumers; Advertising Campaigns; Global Strategy; Customization and Personalization; Business and Stakeholder Relations; Finance; Product Marketing; Technology Adoption; Energy Industry

July 2003 (Revised March 2004)
Case

XM Satellite Radio (A)

By: David B. Godes and Elie Ofek

XM Satellite Radio is a radically new way to listen to radio. Management must develop a marketing strategy to launch the firm and the category. A crucial aspect of the strategy is to determine which of two business models the company will pursue. Should it focus... View Details

Keywords: Advertising; Business Model; Decision Choices and Conditions; Cost Management; Marketing Channels; Marketing Strategy; Problems and Challenges; Partners and Partnerships; Sales; Competitive Strategy; Communications Industry

October 1991 (Revised June 1996)
Case

Lotus MarketPlace: Households

By: Lynn S. Paine

Managers at Lotus and Equifax must decide what to do about their new jointly developed database and software product Lotus MarketPlace which has been criticized as a threat to individual privacy. The Product, which would allow small businesses to buy targeting mail... View Details

Keywords: Information; Business or Company Management; Rights; Ethics; Marketing Communications; Applications and Software; Product Marketing; Information Technology Industry

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Winning in Emerging Markets: A Roadmap for Strategy and Execution

Most books thus far on emerging markets are either investing-oriented (Mobius, Pereiro), or country - or market-specific (Farrell, Lindahl), or descriptive (Friedman, van Agtmael). No book has definitively targeted the corporate strategists who need a practical... View Details

December 2010
Article

Can Higher Prices Stimulate Product Use? Evidence from a Field Experiment in Zambia

By: Nava Ashraf, James Berry and Jesse M. Shapiro

The controversy over how much to charge for health products in the developing world rests, in part, on whether higher prices can increase use, either by targeting distribution to high-use households (a screening effect), or by stimulating use psychologically through a... View Details

Keywords: Price; Product; Information; Zambia

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August 2019 (Revised November 2022)
Case

Paradigm Capital Value Fund

By: Luis M. Viceira and Elena Corsi

Karl Jan Erick Hummel had founded Paradigm Capital Value Fund in 2007 together with Columbia Business School Professor Bruce Greenwald, an expert in value investing and now chairman of the fund. The fund followed the principles of value investing to their target... View Details

Keywords: Investment Activism; Investment Portfolio; Financial Management; Growth and Development Strategy; Investment Funds; Financial Services Industry

November 2022 (Revised March 2024)
Case

Replika AI: Monetizing a Chatbot

By: Julian De Freitas and Nicole Tempest Keller

In early 2018, Eugenia Kuyda, co-founder and CEO of San Francisco-based chatbot Replika AI, was deciding how to monetize the app she had built. Launched in 2017, Replika was a consumer AI “companion app” developed by a team of AI software engineers originally based in... View Details

Keywords: Mental Health; Subscriber Models; TAM; Monetization Strategy; Marketing Strategy; Product Marketing; AI and Machine Learning; Applications and Software; Product Positioning; Health Disorders; Technology Industry

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