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  • March 2006 (Revised April 2007)
  • Case

Harley-Davidson: Preparing for the Next Century

By: Richard L. Nolan and Suresh Kotha
Harley-Davidson Co. exemplifies a remarkable management-led business transformation of a long standing manufacturing company. The company successfully met global competition and continues to innovate to maintain its market position. View Details
Keywords: Brands and Branding; Transformation; Change Management; Innovation and Invention; Competitive Strategy; Manufacturing Industry; Motorcycle Industry
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  • 2008
  • Simulation

Strategic Innovation Simulation: Back Bay Battery

By: Willy C. Shih and Clayton Christensen
This online simulation allows students to play the role of a business unit manager at Back Bay Battery Company who faces the dilemma of balancing a portfolio of investment strategies across products in the rechargeable battery space. Players have to manage R&D... View Details
Keywords: Competitive Strategy; Disruptive Innovation; Growth and Development Strategy; Innovation and Management; Investment; Product Development; Research and Development; Battery Industry
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  • November 2023
  • Case

Apple Inc. in 2023

By: David B. Yoffie and Sarah von Bargen
Under CEO Tim Cook, Apple became the first trillion dollar market cap company, the first two trillion dollar company, and the first three trillion dollar company. Since the COVID pandemic, Apple gained over 20% of the world smartphone market and 50% of the U.S. market,... View Details
Keywords: Competitive Advantage; Product Positioning; Emerging Markets; Competitive Strategy; Technological Innovation; Revenue; Technology Industry
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  • 31 Mar 2011
  • Research & Ideas

From SpinPop to SpinBrush: Entrepreneurial Lessons from John Osher

you're figuring things out." As SpinBrush continued to gain market share, Osher's little company began to attract the attention of big players in the market: P&G, Colgate, Johnson & Johnson, to name a few. Osher held... View Details
Keywords: by Dennis Fisher; Consumer Products
  • January 2014 (Revised June 2020)
  • Case

The Rise and Fall of Nokia

By: Juan Alcacer, Tarun Khanna and Christine Snively
In 2013, Nokia sold its Device and Services business to Microsoft for €5.4 billion. For decades Nokia had led the telecommunications (telecom) industry in handsets and networking. By the late 2000s, however, Nokia's position as market leader in mobile devices was... View Details
Keywords: Mobile Phones; Smartphone; Telecommunications; Mobile and Wireless Technology; Emerging Markets; Technological Innovation; Competitive Strategy; Telecommunications Industry; Asia
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  • October 1990 (Revised August 2009)
  • Case

Cambridge Software Corporation

Cambridge Software Corp. must decide whether or not to offer multiple versions of a new software product. The firm has identified five market segments for the software and is deciding which, if any, of three product versions (a high end "industrial" version, a... View Details
Keywords: Software; Decision Making; Product Marketing; Information Technology Industry
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  • 07 Apr 2020
  • Research & Ideas

What Customers Need to Hear from You During the COVID Crisis

As the COVID-19 virus pandemic began to sweep across the world, Doug McMillon and his team at Walmart watched in horror. Suddenly, they realized, tomorrow would be nothing like “business as usual” and everything in the company’s marketing... View Details
Keywords: by Jill Avery and Richard Edelman
  • June 2016 (Revised November 2021)
  • Case

chotuKool: 'Little Cool,' Big Opportunity

By: Rory McDonald, Derek van Bever and Efosa Ojomo
In 2013, a team led by Gopalan Sunderraman, vice president of corporate development at Godrej & Boyce Mfg. Co. Ltd.—one of the companies owned by Godrej Group, a large Indian conglomerate—was preparing to launch an innovative low-cost refrigerator. Developed expressly... View Details
Keywords: Disruptive Innovation; Emerging Markets; Entrepreneurship; Growth and Development Strategy; Marketing Strategy; Consumer Products Industry; India
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    Zoe B. Cullen

    Zoe Cullen graduated with a PhD from Stanford in Economics in 2016.  She worked from 2016-2018 as the Chief Economist for an Asian bank on the roll out of a digital transaction platform.  In 2018 she joined HBS as an Assistant Professor in the Entrepreneurial... View Details

      Renata Gaineddenova

      Renata Gaineddenova is an Assistant Professor in the Strategy Unit at Harvard Business School. Her research focuses on industrial organization and the market design of digital platforms. Prior to joining HBS, Professor Gaineddenova was a Postdoctoral Associate at... View Details
      • 28 Mar 2023
      • Research & Ideas

      The FDA’s Speedy Drug Approvals Are Safe: A Win-Win for Patients and Pharma Innovation

      and effective in preventing severe disease, and their accelerated review will go down in history as having saved millions of lives. But COVID vaccines weren’t the first medical products to be brought to market through an expedited... View Details
      Keywords: by Kasandra Brabaw; Pharmaceutical
      • November 2018 (Revised January 2022)
      • Case

      JUUL and the Vaping Revolution

      By: Michael W. Toffel, John Masko and Sarah Mehta
      In late 2019, San Francisco-based electronic cigarette (e-cigarette) maker JUUL Labs (pronounced “jewel”) faced intense pressure. Sales of JUUL products exceeded $1 billion in 2018, dominating the e-cigarette category. While JUUL Labs’ stated goal was to help current... View Details
      Keywords: Electronic Cigarettes; E-Cigarettes; Vaping; Nicotine Replacement; JUUL; Juuling; Advertising; Digital Marketing; Customers; Innovation and Invention; Marketing; Ethics; Brands and Branding; Marketing Communications; Marketing Strategy; Product Marketing; Corporate Social Responsibility and Impact; Social Issues; Information Technology; Technology Industry; San Francisco; California
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        James L. Heskett

        James L. Heskett is UPS Foundation Professor Emeritus at the Harvard Business School and author of his latest book, With From Within: Build Organizational Culture for Competitive... View Details

        • June 2011 (Revised June 2012)
        • Case

        Sephora Direct: Investing in Social Media, Video, and Mobile

        By: Elie Ofek and Alison Berkley Wagonfeld
        Julie Bornstein, senior vice president of Sephora Direct, is seeking to double her budget for social media and other digital marketing initiatives for 2011. A number of digital efforts implemented in the past two years seem to be bearing fruit and there is a desire to... View Details
        Keywords: History; Leadership; Marketing Strategy; Marketing; Emerging Markets; Investment Return; Investment Funds; Budgets and Budgeting
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        • January 2018 (Revised June 2018)
        • Teaching Note

        Womenomics in Japan

        By: Boris Groysberg and David Lane
        Teaching Note for HBS No. 417-002. View Details
        Keywords: Gender Equality; Japan; Leadership; Government-business Relations; Shinzo Abe; Economic Growth; Aging Society; Womenomics; Abenomics; Labor Market Discrimination; Workplace Culture; Women And Leadership; Change Management; Working Conditions; Leading Change; Gender; Business and Government Relations; Growth and Development; Employment; Japan
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        • Blog

        Is AI Coming for Your Job?

        irrelevant construct when considering how to harness generative AI capabilities. Processes ranging from negotiating contracts with vendors to developing marketing messages will be redesigned from the ground up in order to exploit the full... View Details
        • 26 Sep 2011
        • HBS Case

        HBS Cases: Lady Gaga

        Searched-For Female," as recorded by Google, and made international headlines for donning a dress made of red meat, which Time Magazine called the top fashion statement of 2010. “Gaga is a marketing phenomenon” So it's almost... View Details
        Keywords: by Carmen Nobel; Entertainment & Recreation; Music
        • 05 Mar 2009
        • What Do You Think?

        How Frank or Deceptive Should Leaders Be?

        how candid can they be in expressing those doubts? The ability of a naturally pessimistic (or perhaps more realistic) CEO to adversely affect everything from market reactions to employee morale and motivation may be substantial, thereby... View Details
        Keywords: by Jim Heskett

          Shira Li

          Shira Li is a doctoral student in the Business Economics program. Her research interests include finance, industrial organization, and market design. She graduated from Harvard College in 2019 with an A.B. in Math and Computer Science and a... View Details

          • December 2020
          • Case

          Urban Company

          By: Krishna G. Palepu
          Urban Company is an India-based market platform that helps customers book home services and at home beauty services. The company differentiated itself by investing heavily in building customer trust. Rather than merely positioning itself as a lead generating... View Details
          Keywords: COVID-19 Pandemic; Entrepreneurship; Digital Platforms; Emerging Markets; Strategy; Service Delivery; Trust; Technology Industry; Service Industry; India
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