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23 Jun 2021
Research & Ideas

One More Way the Startup World Hampers Women Entrepreneurs

Before launching new products, entrepreneurs are often filled with doubt: Will their ideas successfully take off in the marketplace—or will they fall flat? To cut down on uncertainty, creators can post their inventions on platforms such... View Details

Keywords: by Michael Blanding

June 2001
Case

Competitive Dynamics in Home Video Games (E): The Rise of 3DO and 32-bit Gaming

Describes the launch of the innovative home video game company, 3DO, which had developed a groundbreaking system featuring 32-bit processing and CD-ROM software. Examines the competitive dynamics in the home video game industry from 1970 into the new millennium. View Details

Keywords: Technological Innovation; Competition; Product Launch; Video Game Industry

July 2010
Case

Metabical: Positioning and Communications Strategy for a New Weight Loss Drug

By: John A. Quelch and Heather Beckham

Cambridge Sciences Pharmaceuticals (CSP) expects final approval for its revolutionary weight loss drug, Metabical. Metabical will be the only weight loss drug with FDA approval that is also clinically proven to be effective for moderately overweight people. Barbara... View Details

Keywords: Product Positioning; Marketing Communications; Product Launch; Consumer Behavior; Pharmaceutical Industry; United States

March 1996 (Revised October 1997)
Case

Dewar's (B): Preliminary Results of the Repositioning Campaign

By: Alvin J. Silk and Lisa Klein Pearo

Reports the strategic choices made by Dewar's and briefly describes the implementation of the campaign from its launch in September 1993 through September 1995. View Details

Keywords: Product Positioning; Marketing Strategy; Advertising Campaigns; Food and Beverage Industry

December 2018
Case

Choosy

By: Jeffrey J. Bussgang and Julia Kelley

Founded in 2017, Choosy is a data-driven fashion startup that uses algorithms to identify styles trending on social media. After manufacturing similar items using a China-based supply chain, Choosy sells them to consumers through its website and social media pages.... View Details

16 Aug 2004
Research & Ideas

Luxury Isn’t What It Used to Be

refreshing their product lines and extending their brand to more affordable items. Pressure to innovate is intense, says HBS professor Nancy F. Koehn, a business historian and author of Brand New: How Entrepreneurs Earned Consumers' Trust... View Details

Keywords: by Julia Hanna; Consumer Products

2001
Working Paper

Airbus vs. Boeing in Superjumbos: Credibility and Preemption

By: Benjamin C. Esty and Pankaj Ghemawat

In December 2000, Airbus formally committed to spend $12 billion to develop and launch a 555-seat superjumbo plane known as the A380. Prior to and after Airbus’ commitment, Boeing started and canceled several initiatives aimed at developing a “stretch jumbo” with... View Details

Keywords: Air Transportation; Product Development; Market Entry and Exit; Valuation; Game Theory

March 2007 (Revised April 2007)
Case

Micro Insurance Agency: Helping the Poor Manage Risk

By: Michael Chu and Jean Hazell

The notable success of insurance products for low-income clients of its microfinance network leads Opportunity International to launch the first global specialized microinsurance company, the Micro Insurance Agency (MIA). Building on the experience in 10 countries... View Details

Keywords: Developing Countries and Economies; Cost Management; Microfinance; Globalization; Growth and Development Strategy; Risk Management; Infrastructure; Nonprofit Organizations; Competition; Financial Services Industry; Africa; Asia; Latin America

January 2007
Case

AMD: A Customer-Centric Approach to Innovation

By: Elie Ofek and Lauren Barley

AMD's launch of the Opteron microprocessor in 2003 has allowed the company to make inroads into the lucrative server segment. A long-time follower to Intel, AMD management felt it was in a position to lead the microprocessor industry in new directions. However, in 2006... View Details

Keywords: Customer Focus and Relationships; Price; Leadership; Brands and Branding; Product Launch; Product Development; Competitive Strategy; Customization and Personalization; Semiconductor Industry

Article

Digital Ubiquity: How Connections, Sensors, and Data Are Revolutionizing Business

By: Marco Iansiti and Karim R. Lakhani

When Google bought Nest, a maker of digital thermostats, for $3.2 billion just a few months ago, it was a clear indication that digital transformation and connection are spreading across even the most traditional industrial segments and creating a staggering array of... View Details

Keywords: Digital Innovation; Digitization; Industrial Internet; Technological Innovation; Production; Competitive Strategy; Engineering; Aerospace Industry

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July 2022 (Revised January 2023)
Case

Vicky Tsai and Tatcha: Confronting Stereotypes

By: Geoffrey Jones and Veronica Tong

Teaching Plan for HBS Case No. 323-007. This case examines the career of Vicky Tsai, the creator of San Francisco-based TATCHA, a Japanese-themed luxury beauty brand launched in 2009. It explores how Tsai developed the concept, assembled management, and successfully... View Details

Keywords: Cosmetics Industry; Japan; Startup; Marketing; Entrepreneurship; Growth and Development; Product Development; Product Marketing; Acquisition; Identity; Brands and Branding; Ethnicity; Gender; Beauty and Cosmetics Industry; United States

September 2020
Case

Drinkworks: Home Bar by Keurig

By: Sunil Gupta, Jonathan Levav and Julia Kelley

In the summer of 2018, Drinkworks CEO Nathaniel Davis needed to make a number of go-to-market decisions ahead of his company’s upcoming product launch. Formed through a joint venture between Keurig Dr. Pepper and Anheuser-Busch InBev, Drinkworks had developed an... View Details

March 2016 (Revised May 2018)
Case

ASOS PLC

By: John R. Wells and Gabriel Ellsworth

Launched in 2000, ASOS was one of the world’s largest online fashion specialists in 2018. Focusing on young consumers aged 16–25 years, the company offered over 85,000 items on its websites, many times more than the largest fashion stores, and added several thousand... View Details

Keywords: ASOS; AsSeenOnScreen; Online Fashion; Online Apparel; Nick Beighton; Nick Robertson; E-commerce; E-Commerce Strategy; Online Retail; Multichannel Retailing; Omnichannel; Social Media; Marketplaces; Shipping; Advertising; Digital Marketing; Business Growth and Maturation; Business Model; Business Startups; For-Profit Firms; Customer Focus and Relationships; Age; Gender; Currency Exchange Rate; Profit; Revenue; Geography; Geographic Scope; Global Range; Global Strategy; Globalized Firms and Management; Globalized Markets and Industries; Business History; Selection and Staffing; Journals and Magazines; Human Capital; Business or Company Management; Crisis Management; Goals and Objectives; Growth and Development; Growth and Development Strategy; Growth Management; Management Succession; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; Product Positioning; Social Marketing; Media; Distribution; Distribution Channels; Order Taking and Fulfillment; Infrastructure; Logistics; Public Ownership; Problems and Challenges; Strategy; Adaptation; Business Strategy; Competition; Competitive Strategy; Corporate Strategy; Expansion; Vertical Integration; Segmentation; Internet and the Web; Mobile and Wireless Technology; Apparel and Accessories Industry; Fashion Industry; Retail Industry; United Kingdom; England; London

January 2024 (Revised May 2024)
Case

Uncle Nearest: Creating a Legacy

By: Hise Gibson, Archie L. Jones, Nicole Gilmore and Ai-Ling Jamila Malone

Fawn Weaver, as a Black woman and industry outsider in a capital-intensive, highly regulated, competitive and male-dominated spirits industry, successfully overcame numerous obstacles to launch a premium American whiskey brand, Uncle Nearest in 2017, which became the... View Details

July 2013
Case

Novozymes: Establishing the Cellulosic Ethanol Value Chain

By: Willy Shih and Sen Chai

As the world's largest producer of industrial enzymes, Novozymes had invested heavily for many years to bio-engineer enzymes that could break down cellulose into fermentable sugar. In 2010, the company had launched what it thought would become a breakthrough product... View Details

October 2023
Case

Fixie and Conversational AI Sidekicks

By: Jeffrey J. Bussgang and Carin-Isabel Knoop

In March 2023, Fixie Co-Founder and Chief Architect Matt Welsh and co-founders had the kind of meeting no founders want to have. The president of leading artificial intelligence (AI) research and deployment firm OpenAI, which had catapulted into fame with its ChatGPT... View Details

Keywords: Large Language Model; Entrepreneurship; Decision Choices and Conditions; AI and Machine Learning; Technological Innovation; Competitive Strategy; Technology Industry; United States

January 2008 (Revised September 2008)
Supplement

Marketing the "$100 Laptop" (C)

By: John A. Quelch and David Chen

In October 2007, the OLPC reported production delays and missed its shipment date. In early November, the $100 PC finally went into production, with initial shipments planned for Uruguay and Mongolia, and mid-month launched the "Give One, Get One" program. It enabled... View Details

Keywords: Nonprofit Organizations; For-Profit Firms; Partners and Partnerships; Information Infrastructure; Problems and Challenges; Philanthropy and Charitable Giving; Computer Industry; Canada; Mongolia; Uruguay; United States

January 1991
Supplement

Volkswagen of America: Audi 5000 (B)

By: Stephen A. Greyser

Six months after the launch in the United States of Audi 5000, Audi marketing executives and their advertising agency must appraise the introductory advertising for the car. Three alternative campaigns to replace the current one are under consideration. View Details

Keywords: Advertising; Advertising Campaigns; Product Launch; Performance Evaluation; Auto Industry; United States

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July 2016 (Revised June 2019)
Case

Hamilton: An American Musical

By: Anita Elberse and Jennifer Schoppe

In July 2013, composer, writer, actor and rapper Lin-Manuel Miranda, director Tommy Kail, and producer Jeffrey Seller met to discuss how to launch Hamilton, a new musical based on the life of the first Treasury Secretary of the United States, Alexander Hamilton.... View Details

Keywords: Entertainment; Creative Industries; Performing Arts; (General) Management; Blockbusters; Non-profit; Theater Entertainment; Strategy; Risk Management; Nonprofit Organizations; Arts; Creativity; Product Launch; Product Development; Marketing; Entertainment and Recreation Industry; United States

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

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