Publications

November 2016
Case

Transformation at Eli Lilly & Co. (A)

By: William R. Kerr and Alexis Brownell

Faced with the imminent loss of 40% of its revenues due to patent expirations, pharma giant Eli Lilly sets out on a dramatic transformation process in 2009. The case considers how Lilly restructured the organization into business areas to aid better decision-making,... View Details

Keywords: Eli Lilly; Restructuring; R＆D; Transformation; Organizational Change and Adaptation; Organizational Structure; Pharmaceutical Industry; Indianapolis

December 1992
Case

Nestle Italy

By: John A. Quelch

Nestle Italy marketing executives are considering options for increasing the sales and market share of Nescafe instant coffee. Forty years after being introduced, Nescafe still has a market share of only one percent. View Details

Keywords: Product Marketing; Consumer Products Industry; Food and Beverage Industry; Italy

28 Feb 2024
News

Know Your HBS Staff: Aleksandra Kojić

Adi Sunderam

Adi Sunderam is the Willard Prescott Smith Professor of Corporate Finance at Harvard Business School, a Research Associate at the National Bureau of Economic Research, and a Faculty Affiliate of the Harvard Economics department. He teaches Finance 2 in... View Details

Keywords: asset management; banking; brokerage; federal government; financial services; investment banking industry

March 2002 (Revised September 2005)
Case

Robert Mondavi and the Wine Industry

Examines the competitive challenges facing Robert Mondavi as the wine industry begins to consolidate globally. Mondavi faces challenges from foreign competitors entering the U.S. market as well as diversified global alcoholic beverage companies entering the wine... View Details

Keywords: Plant-Based Agribusiness; Competitive Strategy; Globalized Markets and Industries; Agriculture and Agribusiness Industry; Food and Beverage Industry; United States

April 2022
Case

NIO: A Chinese EV Company's Global Strategy

By: William C. Kirby, Shu Lin and Noah B. Truwit

Founded in November 2014 and based in Shanghai, NIO designed, jointly manufactured, and sold premium “smart” EVs. Its mission was to “shape a joyful lifestyle by offering high-performance smart electric vehicles and being the best user enterprise. At NIO Day 2021,... View Details

Keywords: Electric Vehicles; Expansion; Technological Innovation; Market Entry and Exit; Competitive Strategy; Consumer Behavior; Green Technology; Auto Industry; China; Europe; Norway

08 Jun 2020
Working Paper Summaries

Loan Types and the Bank Lending Channel

Keywords: by Victoria Ivashina, Luc Laeven, and Enrique Moral-Benito; Financial Services

October 2011 (Revised December 2013)
Case

Lehman Brothers and Repo 105

By: Anette Mikes, Gwen Yu and Dominique Hamel

The collapse of Lehman Brothers in 2008 was the largest bankruptcy in US history. The case examines the economics of the off-balance sheet transactions Lehman undertook prior to the collapse, and highlights the corporate governance challenges in situations where firms... View Details

Keywords: Accounting; Policy; Accounting Audits; Corporate Governance; Financial Instruments; Risk Management; Financial Services Industry

Haiyang Zhang is a doctoral student in the Strategy unit at Harvard Business School. He conducts research on corporate and entrepreneurial strategy.

Prior to pursuing his PhD, Haiyang was an engagement manager at McKinsey & Company, where he served... View Details

22 Dec 2020
Cold Call Podcast

Dove: Maintaining a Brand with Purpose

April 2015
Case

Domeyard: Starting a High-Frequency Trading (HFT) Hedge Fund

By: Lauren Cohen, Christopher Malloy and Matthew Foreman

The principals at Domeyard, a start-up high frequency trading (HFT) hedge fund based in Cambridge, faced a myriad of important decisions: which markets to trade on, how to raise capital, and from whom to raise capital. Many of these decisions were standard for... View Details

November 2006 (Revised May 2025)
Case

Eli Lilly: Developing Cymbalta

By: Elie Ofek and Ron Laufer

Anticipating the expiration of its Prozac patent, Eli Lilly has to make tough decisions regarding the development of its next-generation antidepressant drug. In particular, the company needs to decide whether to first establish that once-a-day dosing for Cymbalta... View Details

Keywords: Decision Choices and Conditions; Marketing Strategy; Product Launch; Product Development; Research and Development; Pharmaceutical Industry

Edward Chang (he/him/his) is an Assistant Professor of Business Administration in the Negotiation, Organizations & Markets Unit at Harvard Business School. He teaches Inclusion in the MBA required curriculum and Negotiations in the MBA elective curriculum.
View Details

Victoria Ivashina

Victoria Ivashina is the Lovett-Learned Professor of Finance and Head of the Finance Unit at Harvard Business School. She also serves as a Research Associate at the National Bureau of Economic Research (NBER), a Research Fellow at the Center for Economic Policy... View Details

Keywords: banking; federal government; financial services; investment banking industry; private equity (LBO funds); private equity (other)

August 2023 (Revised September 2023)
Case

Zegna

By: Rohit Deshpandé, Dante Roscini and Elena Corsi

In 2023, the Italian luxury Zegna brand, traditionally known for formal menswear, was refocusing towards leisure wear, following a recent consumer trend. Such a move exposed the brand to more competition, in a segment where perhaps its made-in-Italy feature was less of... View Details

Keywords: Marketing Strategy; Product Marketing; Product Positioning; Luxury; Competition; Fashion Industry; Italy

Article

An Exploration of Marketing's Impact on Society: A Perspective Linked to Democracy

By: John A. Quelch and Katherine Jocz

The authors propose a political theory perspective for examining the impact of the modern aggregate marketing system on consumer welfare and society. Specifically, they suggest that the benefits marketing delivers to consumers are similar to the conditions required for... View Details

Keywords: Government and Politics; Marketing; Demand and Consumers; Welfare