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Article

Selling to Many Countries Within the U.S.

By: Frank V. Cespedes and Michael Wong

In pursuing growth, many companies have plans to sell to emerging markets like the so-called B-R-I-C nations (Brazil, Russia, India, China), but they overlook significant ethnic markets within the United States. For example, the combined African-American and Hispanic... View Details

Keywords: Management Style; Ethnicity; Sales; Business Growth and Maturation; Marketing Communications; Business Plan; Emerging Markets; Debates; Business Strategy; Growth and Development; Growth and Development Strategy; United States

Find at Harvard

May 1992 (Revised August 1996)
Case

NIKE in Transition (A): The Ascendancy of Bob Woodell

By: Christopher A. Bartlett

Explores Bob Woodell's tenure as Nike's first COO. Describes development of Woodell's management style, his attempts to develop the organization, and his responses to unforeseen business problems. Changing market forces, new competitors, a build-up of low-end... View Details

Keywords: Conferences; Crisis Management; Management Style; Marketing Strategy; Organizational Change and Adaptation; Performance Evaluation; Competition

July 1996 (Revised June 1998)
Case

Gillette Indonesia

By: John A. Quelch

The country manager of Gillette Indonesia is reviewing his 1996 marketing plan and considering whether the pace of market development and mix of product sales can be impacted by the level and type of Gillette expenditures in the market. View Details

Keywords: Marketing Strategy; Multinational Firms and Management; Emerging Markets; Forecasting and Prediction; Product Marketing; Manufacturing Industry; Consumer Products Industry; Indonesia

April 1993 (Revised July 1994)
Case

MathSoft, Inc. (A)

By: V. Kasturi Rangan

MathSoft's VP of sales has doubled the size of the company's direct field sales force to support the launch of a new, high-end workstation software product priced at almost $9,000. However, sales of the new product are far below plan. At the same time, the VP of... View Details

Keywords: Information Technology; Corporate Entrepreneurship; Applications and Software; Communication Strategy; Salesforce Management; Marketing Channels; Advertising; Product Launch; Information Technology Industry; Industrial Products Industry; United States

December 2001 (Revised February 2008)
Case

Borealis

By: Robert S. Kaplan and Bjorn N. Jorgensen

When Borealis, a European producer of plastics, used a traditional, time-consuming budgeting process, the budget was quickly out of date in a competitive environment characterized by continually changing input and output prices and dynamic market conditions. This case... View Details

Keywords: Activity Based Costing and Management; Budgets and Budgeting; Forecasting and Prediction; Investment; Governance Controls; Balanced Scorecard; Management Systems; Manufacturing Industry; Europe

October 2001 (Revised April 2002)
Case

Calgene, Inc.

By: Ray A. Goldberg and John T. Gourville

In 1993, Calgene is on the verge of introducing the world's first genetically engineered plant product--a tomato will taste better and stay fresh longer. At the same time, it is using biotechnology to produce improved plant products for the cottonseed and the... View Details

Keywords: Information Technology; Marketing Strategy; Market Entry and Exit; Product Launch; Innovation Strategy; Social Issues; Production; Problems and Challenges; Biotechnology Industry; Agriculture and Agribusiness Industry

June 1993 (Revised July 1996)
Case

Bajaj Auto Ltd.

By: John A. Quelch

Bajaj Auto Ltd., the world's second-largest manufacturer of two- and three-wheeler vehicles, is facing increasing competition in its domestic Indian market. The case evaluates appropriate marketing responses both in the Indian market and export markets. View Details

Keywords: Competition; Marketplace Matching; Product Development; Product Marketing; Transportation Industry; Manufacturing Industry; Auto Industry; India

Web

Employment Data

Finance 33% General Management 16% Marketing 10% Other 3% Strategic Planning 7% Locations United States: 89% Mid-Atlantic 3% Midwest 4% Northeast 54% South 5% Southwest 7% West 16% International: 11% Asia 3% Australia & Oceania <1% Canada... View Details

Provenance Paradox and Country of Origin Branding

Since a product's country of origin of the product establishes its authenticity, companies from emerging markets are unable to price products comparably to similar firms from developed markets. This problem of establishing authenticity, called the "provenance paradox,"... View Details

January 1999
Case

State Street Corporation: Leading with Information Technology (B)

By: Stephen P. Bradley and Kelley Porter

With Multi-currency HORIZON, a real-time multi-currency accounting system that replaced the traditional batch-oriented single-currency accounting system, successfully launched, State Street Corp. (State Street) began to focus on growing the scope of its business... View Details

Keywords: Accounting; Trends; Global Strategy; Growth and Development Strategy; Competitive Strategy; Information Technology; Value Creation; Financial Services Industry

September 2019 (Revised November 2019)
Case

Pinduoduo

By: Feng Zhu, Krishna G. Palepu, Bonnie Yining Cao and Dawn H. Lau

Founded in 2015 by serial entrepreneur, Colin Huang, Pinduoduo Inc. (PDD) had become China’s fastest-growing e-commerce platform in history. PDD pioneered a new approach to online shopping that allowed shoppers to share products, invite friends to form shopping teams,... View Details

Keywords: Digital Platforms; Business Model; Innovation and Invention; Competitive Advantage; Expansion; Strategy; E-commerce

October 2009
Case

Medisys Corp.: The IntensCare Product Development Team

By: Anne Donnellon and Joshua D. Margolis

Key topics include designing teams, managing teams, managing conflict, group dynamics, project management, product development, interdepartmental relations, and organizational change. MediSys, a U.S.-based medical equipment maker, has been developing IntensCare, a new... View Details

Keywords: Project Management; Interdepartmental Relations; Organizational Change; Leadership; Conflict Management; Interpersonal Communication; Groups and Teams; Product Design; Product Development; Organizational Change and Adaptation; Health Care and Treatment; Power and Influence; Medical Devices and Supplies Industry; United States

August 2023
Case

BYD, China, and Global Electric Vehicle Rivalry

By: Cynthia A. Montgomery and Max Hancock

In 2023, BYD, a Chinese electric vehicle (EV) maker, surpassed Tesla to become the world's best-selling EV brand. BYD began selling mobile phone batteries in 1995, acquired a license to sell vehicles in 2002, and spent two decades building its EV brand, growing its... View Details

Keywords: Competition; Competitive Strategy; Expansion; Segmentation; Vertical Integration; Market Participation; Environmental Sustainability; Auto Industry; Electronics Industry; China; Europe; United States; Japan; South Korea

Forthcoming
Article

Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers

By: Mengjie Cheng and Shunyuan Zhang

The growth of the influencer marketing industry warrants an empirical examination of the effect of posting sponsored videos on influencers' reputations. We collected a novel dataset of user-generated YouTube videos created by prominent English-speaking influencers in... View Details

Keywords: Reputation; Mathematical Methods; Marketing Reference Programs; Social Media; Brands and Branding

December 2017 (Revised May 2018)
Case

Amazon Buys Whole Foods

By: José B. Alvarez, David Lane and Joni Coughlin

The June 2017 news that e-commerce giant Amazon was paying $13.7 billion for organic supermarket chain Whole Foods precipitated a broad sell-off in the shares of grocery retailers and suppliers. Behind the precipitous declines lay recognition that Amazon’s bold move... View Details

Keywords: Amazon; Whole Foods; Grocery; Grocery Delivery; Mergers ＆ Acquisitions; Business Models; Food Value Chain; Agribusiness; Mergers and Acquisitions; Operations; Competitive Strategy; E-commerce; Agriculture and Agribusiness Industry; Retail Industry; Web Services Industry; Food and Beverage Industry; United States

Program

Senior Executive Leadership Program—India

greater leadership capacity, this intensive program empowers you to look critically at the business as a whole—and build and lead a high-performance organization. You will emerge better prepared to make the bold market moves that foster... View Details

December 2014 (Revised July 2021)
Case

Discovery Limited

By: Michael E. Porter, Mark R. Kramer and Aldo Sesia

Discovery Ltd. is a South Africa-based insurance company. Started in the early 1990s, Discovery used behavioral economics and data collection to innovate in the health care insurance industry. Its founder Adrian Gore believed that the company's products needed to not... View Details

Keywords: Shared Value; Health Care; Financial Services; Strategy; Value Creation; Health Care and Treatment; Insurance; Growth and Development Strategy; Financial Services Industry; Health Industry; Insurance Industry; South Africa

October 1998 (Revised December 2001)
Case

Procter & Gamble: Always Russia

P&G has rapidly gained market leadership in Russia with the Always feminine protection brand. The distinctive emerging market strategies employed by P&G are discussed. In planning further market development, the management team faces three decisions: 1) whether to... View Details

Keywords: Strategy; Emerging Markets; Planning; Consumer Products Industry; Russia

November 2022 (Revised February 2024)
Case

The Globalization of Manchester City Football Group

By: Maria P. Roche, Tiona Zuzul, Exequiel Hernandez and Amy Klopfenstein

This case describes the efforts of City Football Group (CFG) to purchase Esporte Clube Bahia (Bahia), a Brazilian professional soccer club. CFG’s strategy was to acquire under-performing clubs worldwide, invest money in high-profile players, and improve the teams’... View Details

November 2022 (Revised March 2024)
Case

Replika AI: Monetizing a Chatbot

By: Julian De Freitas and Nicole Tempest Keller

In early 2018, Eugenia Kuyda, co-founder and CEO of San Francisco-based chatbot Replika AI, was deciding how to monetize the app she had built. Launched in 2017, Replika was a consumer AI “companion app” developed by a team of AI software engineers originally based in... View Details

Keywords: Mental Health; Subscriber Models; TAM; Monetization Strategy; Marketing Strategy; Product Marketing; AI and Machine Learning; Applications and Software; Product Positioning; Health Disorders; Technology Industry

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