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  • December 2014 (Revised April 2015)
  • Case

Apple, Einhorn, and iPrefs

By: Carliss Y. Baldwin, Hanoch Feit, Edward A. Minasian and Brandon Van Buren
In March 2013, Apple Computer has a very large cash balance, and is under pressure to return cash to shareholders. Hedge fund manager David Einhorn thinks Apple can "unlock value" by issuing perpetual preferred stock, dubbed iPrefs. Henry Blodget, CEO of Business... View Details
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  • February 2001 (Revised September 2005)
  • Case

Howard Schultz and Starbucks Coffee Company

By: Nancy F. Koehn
Investigates the entrepreneur's strategic initiatives to develop a mass market for specialty coffee in the 1980s and 1990s. These initiatives included the development of premium products, rapid expansion of company-owned stores--each with attractive retail environments... View Details
Keywords: Entrepreneurship; Groups and Teams; Brands and Branding; Growth Management; Employee Relationship Management; Consumer Behavior; Organizational Design; Leadership Style; Customer Relationship Management; Competitive Advantage; Vertical Integration; Food and Beverage Industry
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  • 20 Sep 2007
  • Research & Ideas

How to be a Customer

Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business Online. It is reprinted on HBS Working Knowledge.99 percent of View Details
Keywords: by John Quelch
  • May 1998 (Revised August 2017)
  • Case

DuPont Kevlar: Commercializing a Miracle Fiber

By: Clayton Christensen and Rory McDonald
Describes Dupont's efforts to build commercial markets for its miracle fiber, Kevlar. Initially, it sought to create a market for Kevlar tire cord, primarily because its existing tire cord business was languishing. This market never developed, even after Dupont spent... View Details
Keywords: Change Management; Crisis Management; Product Launch; Emerging Markets; Research and Development; Technology
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  • Web

Faculty & Research

functions, transferring high-cost capacity to the largest, most efficient firm—thereby diversifying its production technologies while increasing concentration—can lower prices by prompting the leader to expand output and competitors to aggressively defend View Details

    Thomas W. Graeber

    Thomas Graeber is an Assistant Professor of Business Administration in the Negotiation, Organizations & Markets Unit at Harvard Business School. He teaches Negotiations in the MBA elective curriculum.

    As an empirical behavioral and experimental... View Details

    • March 1994
    • Case

    Materials Technology Corp.

    By: Clayton M. Christensen
    Materials Technology Corp. (MTC) is an MIT-based start-up company that identified an initial product market for its advanced materials-processing technology using conventional market research techniques. While pursuing that market--advanced microelectronic... View Details
    Keywords: Marketing Strategy; Technology; Markets; Product Development; Innovation and Management; Electronics Industry; Computer Industry; United States
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    • October 2018 (Revised February 2018)
    • Case

    Masayoshi Son and the Vision Fund

    By: Tom Nicholas, Ramana Nanda and Benjamin N. Roth
    In October 2016, SoftBank Group Corp., the Japanese conglomerate giant caused a significant shock to the worldwide market for venture capital and private equity by announcing the Vision Fund, the largest tech investment fund in the world at close to $100 billion. The... View Details
    Keywords: Strategy; Venture Capital; Private Equity; Entrepreneurship; Competitive Strategy
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    • 07 Jun 2016
    • Op-Ed

    Can Brand Trump Win a Presidency?

    lifestyle, these other products can add brand value and, being produced by others under license, they deliver some extra profit to the Trump organization. "In the world of representative democracy, you have to be the market share... View Details
    Keywords: by John A. Quelch; Advertising; Media & Broadcasting
    • 2020
    • Book

    Reimagining Capitalism in a World on Fire

    By: Rebecca Henderson
    Free market capitalism is one of humanity’s greatest inventions and the greatest source of prosperity the world has ever seen. But this success has been costly. Capitalism is on the verge of destroying the planet and destabilizing society as wealth rushes to the top.... View Details
    Keywords: Capitalism; Economic Systems; Ethics; Society; Environmental Sustainability
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    • 2019
    • Chapter

    Network Effects

    By: Andrei Hagiu and David B. Yoffie
    Network effects are a key economic and strategic phenomenon in 'new economy' industries. They can, but do not necessarily, lead to market tipping, unless they outweigh customers' benefits from differentiation and are accompanied by high switching and multi-homing... View Details
    Keywords: Network Effects
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    • March 1987 (Revised April 1987)
    • Background Note

    Specialties vs. Commodities: The Battle for Profit Margins

    By: Benson P. Shapiro
    Explains the differences between commodities and specialties and defines four different types of specialty products. The analysis is customer oriented. Special attention is given to the distinctions between functions (product- ) and relationship (vendor-oriented)... View Details
    Keywords: Goods and Commodities
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    • January 2002 (Revised January 2004)
    • Case

    Cola Wars Continue: Coke and Pepsi in the Twenty-First Century

    By: David B. Yoffie and Yusi Wang
    Examines the industry structure and competitive strategy of Coca-cola and Pepsi over 100 years of rivalry. New challenges of the 21st century included boosting flagging domestic cola sales and finding new revenue streams. Both firms also began to modify their bottling,... View Details
    Keywords: Price; Growth and Development; Brands and Branding; Emerging Markets; Industry Structures; Performance; Competition; Competitive Strategy; Food and Beverage Industry; United States
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    • August 2022 (Revised October 2022)
    • Case

    Sian Flowers: Fresher by Sea?

    By: Willy C. Shih, Michael W. Toffel and Pippa Tubman Armerding
    The setting for this case is the Sian Flowers, a company headquartered in Kitengela, Kenya that exports roses to predominantly Europe. Because cut flowers have a limited shelf life and consumers want them to retain their appearance for as long as possible, Sian or its... View Details
    Keywords: Supply Chain; Supply Chains; Sustainability; Sustainable Agriculture; Sustainability Reporting; Carbon Emissions; Supply Chain Management; Quality; Ship Transportation; Cost Management; Agriculture and Agribusiness Industry; Africa; Kenya; Netherlands; Europe
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    • September 2006 (Revised March 2007)
    • Case

    QuickBase

    By: Clayton M. Christensen and Mark Szigety
    Describes the challenge that engineers and marketing executives at Intuit Corp. faced when finding markets and applications for their QuickBase product. The breakthrough occurred when they abandoned their conventional modes of market segmentation, and instead strove to... View Details
    Keywords: Applications and Software; Engineering; Product Marketing; Segmentation; Jobs and Positions; Consumer Behavior; Information Technology Industry
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    • March 1979 (Revised June 1983)
    • Background Note

    Note on the Microwave Oven Industry

    Describes the U.S. consumer market for microwave cooking products in 1978. A slowdown in market growth presents several strategy issues for industry participants. View Details
    Keywords: Demand and Consumers; Consumer Products Industry; United States
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    • January 2006 (Revised October 2006)
    • Case

    Hewlett-Packard: The Flight of the Kittyhawk (A)

    By: Clayton M. Christensen
    Hewlett-Packard decided that, to grow more rapidly, it needed to design a revolutionary disk drive product that would create an entirely new market or application for magnetic recording technology. The company followed most of the "rules" good managers follow in such... View Details
    Keywords: Management; Information Infrastructure; Innovation and Management; Product Development; Computer Industry; United States
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    • 25 Oct 2023
    • News

    Behind the Research: Tomomichi Amano

    • May 1980
    • Case

    Kendall-Vetmat

    Discusses the role of market research in a product manager's decision process. Traces the development of market research information for the introduction of a new product, and presents a manager's dilemma of receiving market data that are inconsistent with expectations... View Details
    Keywords: Decision Making; Product Launch; Product Development
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    • December 1995 (Revised December 1995)
    • Case

    Yale University Investments Office

    By: Josh Lerner and Jay O. Light
    Yale University's investment office was responsible for managing its endowment, which totaled nearly $4 billion in June 1995. Yale had developed a rather different approach to endowment management, including substantial investments in "less efficient" equity markets... View Details
    Keywords: Assets; Private Equity; Investment; Investment Return; Management; Markets; Strategy; Education Industry
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