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  • 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
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  • 28 Feb 2024
  • News

Know Your HBS Staff: Aleksandra Kojić

  • 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
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    Robert J. Dolan

    Robert J. Dolan is the Baker Foundation Professor at Harvard Business School. He received his Ph.D. from the University of Rochester and began his academic career in 1976 as a faculty member at the Graduate School of Business of the University of Chicago. He joined... View Details

    • 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
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    • 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
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    • October 2016 (Revised March 2019)
    • Case

    Carrum Health: Scaling Bundled Payments

    By: Robert S. Huckman and Sarah Mehta
    Founded in 2014, Carrum Health helped self-insured employers located in three markets (San Diego, California; Seattle, Washington; and San Francisco, California) save money on their employees’ planned surgeries. It did so by contracting directly with top-quality... View Details
    Keywords: Health Financing; Health Insurance; Value-based Healthcare Reimbursements; Bundled Payments; Innovation; Scale; Health; Health Care and Treatment; Cost Management; Growth and Development Strategy; Decision Choices and Conditions; Health Industry; California; San Francisco; San Diego; Seattle
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    • October 2010 (Revised June 2014)
    • Case

    Volkswagen do Brasil: Driving Strategy with the Balanced Scorecard

    By: Robert S. Kaplan and Ricardo Reisen de Pinho
    A new management team at VW do Brazil develops and deploys a strategy map and Balanced Scorecard to accomplish a turnaround and cultural change after eight consecutive years of financial losses and market share declines. The team uses the strategy map to align... View Details
    Keywords: Business Cycles; Developing Countries and Economies; Management Teams; Leadership; Balanced Scorecard; Strategic Planning; Balance and Stability; Motivation and Incentives; Communication Strategy; Competitive Advantage; Auto Industry; Brazil; Germany
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    • February 2022 (Revised March 2022)
    • Case

    MicroStrategy's Investment in Bitcoin

    By: C. Fritz Foley
    At the end of the second quarter of 2020, MicroStrategy, a Virginia based provider of analytics software and services, announced plans to acquire and hold bitcoin as a part of the firm’s treasury reserve policy and corporate strategy. Within a year, the firm purchased... View Details
    Keywords: Bitcoin; Corporate Strategy; Acquisition; Investment Portfolio; Capital Structure; Equity
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      Marlous van Waijenburg

      Marlous van Waijenburg is an Assistant Professor in the Business, Government, and International Economy Unit at Harvard Business School. She teaches in the MBA required curriculum.

      Professor van Waijenburg’s main... View Details

      • June 2018 (Revised October 2020)
      • Case

      Global Brand Management of Anheuser Busch InBev's Budweiser

      By: Jill Avery
      Brian Perkins, chief architect of the $6 billion Budweiser brand, was excited about 2018, in which the company would launch Budweiser into several new markets in Africa and Latin America. He was feeling the pressure to finalize a global brand strategy that would define... View Details
      Keywords: Brand Management; Global Brands; Brand Positioning; Brand Extension; Brand Storytelling; Brand Equity; Marketing; Marketing Strategy; Brands and Branding; Advertising; Global Strategy; Cross-Cultural and Cross-Border Issues; Consumer Behavior; Marketing Communications; Consumer Products Industry; Food and Beverage Industry; Advertising Industry; Africa; China; United States; North America; South Africa; Nigeria; Kenya; Cameroon; Canada
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      • February 1985 (Revised September 1988)
      • Case

      Komatsu Ltd.

      By: Christopher A. Bartlett
      Reviews and updates the structure and characteristics of the earth-moving equipment industry presented in the companion case, Caterpillar Tractor Co. After revealing that CAT has suffered major financial losses during the period from 1981 through 1984, the case... View Details
      Keywords: Financial Crisis; Machinery and Machining; Price; Growth and Development; Brands and Branding; Product Development; Production; Competitive Strategy; Global Strategy; Manufacturing Industry; Agriculture and Agribusiness Industry; Industrial Products Industry
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        Haiyang Zhang

        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

        • 04 Jul 2005
        • Research & Ideas

        Should You Outsource Your Marketing?

        Most companies already outsource a portion of their marketing function—advertising. But what about direct-mail management, lead management, or customer analytics? Increasingly, expertise in these and other View Details
        Keywords: by Poping Lin
        • 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
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        • 2018
        • Book

        Horngren's Cost Accounting: A Managerial Emphasis

        By: Srikant M. Datar and Madhav Rajan
        Horngren’s Cost Accounting defines the cost accounting market and continues to innovate today by consistently integrating the most current practice and theory into the text. This acclaimed, market-leading text emphasizes the basic theme of “different costs for... View Details
        Keywords: Cost Accounting; Management
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          Edward H. Chang

          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

            Joseph Pacelli

            Joseph Pacelli is the Gerald Schuster Associate Professor of Business Administration in the Accounting and Management Unit. He currently teaches Business Analysis and Valuation (BAV) in the MBA elective curriculum.

            Professor Pacelli’s research covers topics... View Details

            • Web

            Publications - Faculty & Research

            accessible financial services tailored to Black and Brown communities, but available to all.... View Details Keywords: Purpose ; Identity ; Cultural Branding ; Impression Management ; Organization Behavior ; Strategic Alignment ; Start-up ; Mission and Purpose ;... View Details
            • Web

            The Five Forces - Institute For Strategy And Competitiveness

            create. Rivalry tends to be especially fierce if: Competitors are numerous or are roughly equal in size and market position Industry growth is slow There are high fixed costs, which create incentives for price cutting Exit barriers are... View Details