Publications

August 2015 (Revised December 2016)
Case

Apple Pay

By: Sunil Gupta, Shelle Santana and Margaret L. Rodriguez

On September 9, 2014, in front of a packed audience in Cupertino, CA, Tim Cook, the chief executive officer of Apple, announced the much anticipated launch of Apple Pay. "Our vision is to replace this [wallet] and we are going to start with payments." Cook then invited... View Details

November 2016 (Revised March 2018)
Case

Deutsche Bank: Structured Retail Products

By: Boris Vallée and Jérôme Lenhardt

Describes how Deutsche Bank, a leading European bank, is deciding whether or not to launch a new structured retail product in Germany: an autocallable note. Will this product find a market and how does it fit into the bank’s product portfolio? The case investigates how... View Details

September 2016
Teaching Note

Apple Pay

By: Shelle Santana and Sunil Gupta

December 2018 (Revised June 2021)
Case

Bulb 2015: Foundation

By: John R. Wells and Benjamin Weinstock

In late August 2015, Amit Gudka and Hayden Wood, co-founders of Bulb, Ltd (Bulb), were ready to offer affordable renewable energy to the United Kingdom’s 27 million households. They hoped to capitalize on the hundreds of thousands of customers switching their energy... View Details

February 2011 (Revised March 2021)
Case

Hindustan Unilever's 'Pureit' Water Purifier

By: V. Kasturi Rangan and Mona Sinha

The case asks students to formulate a strategy to respond to various competitive threats to its Pureit Water purifier, launched in 2008, targeted at millions of low-income Indian consumers who did not have access to safe drinking water. The case describes in detail the... View Details

Keywords: Multinational Firms and Management; Marketing Strategy; Product Launch; Product Development; Social Enterprise; Competitive Strategy; India

03 Oct 2022
Research & Ideas

Why a Failed Startup Might Be Good for Your Career After All

In August, mega venture capital firm Andreessen Horowitz announced a $350 million investment in residential real estate company Flow—the single largest investment the VC titan had ever made. But a bigger surprise than the investment amount was the person who received... View Details

Keywords: by Sean Silverthorne

September 2017 (Revised September 2023)
Case

Chase Sapphire: Creating a Millennial Cult Brand

By: Shelle Santana, Jill Avery and Christine Snively

The launch of the Chase Sapphire Reserve credit card was enthusiastically received by millennial consumers, a cohort that had previously eluded JPMorgan Chase and its competitors. With the one-year anniversary of the launch approaching, managers are focused on... View Details

December 2019
Case

The Business of Pain: Johnson & Johnson and the Promise of Opioids

By: Erik Snowberg, Trevor Fetter and Amy W. Schulman

This case is designed to provide an engrossing overview of stakeholder capitalism through a vigorous discussion of the conflicts that can arise when trying to serve multiple stakeholders. In 2007, Johnson & Johnson’s (J&J) subsidiary Janssen has to decide whether or... View Details

Keywords: Opioids; Addiction; Stakeholder Capitalism; Business and Stakeholder Relations; Product Launch; Decision Making; Ethics; Social Issues; Pharmaceutical Industry

November 2021
Case

Tommy Hilfiger Adaptive: Fashion for All

By: Elizabeth A. Keenan, Sandra J. Sucher and Shalene Gupta

In Fall 2017, Tommy Hilfiger launched Tommy Hilfiger Adaptive, a line of adaptive and inclusive fashion apparel intended to make dressing easier. Now, Tommy Hilfiger is planning to launch Tommy Hilfiger Adaptive internationally in early 2020. The prospect of making... View Details

15 Apr 2021
News

Up Close: Live Online Classrooms

August 2013 (Revised November 2020)
Case

Tesla Motors

By: Eric Van den Steen

In mid-2013, Tesla Motors was riding a wave of success: It had launched its first really mass-produced car—the model S—to rave reviews; had recently raised first-year production targets; and had started taking orders for its next car, the Model X. Tesla seemed to be on... View Details

Keywords: Barriers To Entry; Economic Analysis; Learning Curve; Economies Of Scale; Innovation; Market Entry; Sustainable Competitive Advantage; Vision; Strategy And Leadership; Strategy; Competitive Strategy; Market Entry and Exit; Competitive Advantage; Technological Innovation; Leadership; Learning; Economics; Analysis; Auto Industry

March 2022 (Revised August 2022)
Case

LooksRare: The Decentralized, Tokenized, NFT Marketplace

By: Scott Duke Kominers, Shai Bernstein and George Gonzalez

LooksRare launched a decentralized and anonymous organization to compete against NFT marketplace leader OpenSea. By launching its own cryptocurrency, LooksRare attempted to lure users with a digital rewards program. The nature of the organization and its business... View Details

Keywords: NFTs; Alternative Assets; Blockchain; Cryptocurrency; Customer Relationship Management; Market Entry and Exit; Business Model; Marketing

April 2020 (Revised October 2021)
Case

SpaceX, Economies of Scale, and a Revolution in Space Access

By: Matthew C. Weinzierl, Kylie Lucas and Mehak Sarang

From the time he transformed the world of online banking, Elon Musk established himself as a bold innovator. After selling X.com to PayPal in 2002, he founded a series of revolutionary start-ups, starting with Space Exploration Technologies (SpaceX). Hoping to "make... View Details

Keywords: Space Tech; Space Access; Vision; Economies Of Scale; Technological Innovation; Emerging Markets; Commercialization; Finance; Aerospace Industry