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August 2004 (Revised July 2006)
Case

PROPECIA TM: Helping Make Hair Loss History

By: Marta Wosinska and Youngme E. Moon

In late 1997, Tom Casola, brand manager for Propecia, debates the best approach to market this breakthrough one-a-day pill for hair loss. This launch would be atypical for a prescription drug because of the key position of the consumer. As a result, the team's... View Details

Keywords: Advertising; Communication Strategy; Customers; Marketing Communications; Marketing Strategy; Product Launch; Product; Performance Effectiveness; Problems and Challenges; Quality; Pharmaceutical Industry

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

May 1998 (Revised May 1999)
Case

Biopure Corp.

By: John T. Gourville

It is early 1998 and Biopure Corp., a small biopharmaceutical firm with no sales revenues in its ten-year history, has just received government approval to release Oxyglobin, a revolutionary new "blood substitute" designed to replace the need for donated animal blood... View Details

Keywords: Segmentation; Marketing Strategy; Engineering; Budgets and Budgeting; Sales; Transformation; Markets; Debates; Product Launch; Pharmaceutical Industry

October 2003 (Revised January 2004)
Case

Burberry

By: Youngme E. Moon, Erika Kussmann, Emma Penick, Susan Wojewoda and Kerry Herman

In 2003, Rose Marie Bravo, Burberry's CEO, is debating how to maintain the currency and cachet of the brand across its broad customer base, while entering new product categories and expanding distribution. In the past five years, the brand has become one of the hottest... View Details

Keywords: Brands and Branding; Management Teams; Luxury; Product Launch; Distribution; Product Positioning; Advertising; Market Entry and Exit; Apparel and Accessories Industry; Fashion Industry; United Kingdom

June 2005 (Revised August 2010)
Case

Distrobot Systems, Inc.

By: William A. Sahlman

Distrobot is a start-up that has developed a new system for warehouse automation. The company is trying to raise money to finance the launch of the product. The founder must decide how much capital to raise, from whom, and on what terms. View Details

Keywords: Financing and Loans; Product Launch; Business Startups; Business Strategy; Distribution Industry; Service Industry

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

February 2020
Supplement

Indigo Agriculture: Harnessing Nature

By: Michael W. Toffel and James Barnett

Indigo Agriculture used a digital-enabled research and development (R&D) process to launch its initial product, microbial coatings for agricultural seeds, which increase crop yields while reducing the need for fertilizers. In doing so, the company developed direct... View Details

Keywords: Operations; Supply Chain; Social Enterprise; Product Development; Distribution Channels; Business Strategy; Digital Platforms; Environmental Sustainability; Science-Based Business; Climate Change; Agriculture and Agribusiness Industry; Green Technology Industry; United States; Massachusetts

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

Research Summary

Overview

By: Jeffrey F. Rayport

Rayport focuses his teaching and research on launching and scaling technology ventures, with emphasis on digital media, e-commerce, and multi-channel retail. View Details

01 Nov 2022
Research & Ideas

A Penny for Your Thoughts? For Big-Picture Ideas, the Right Pay Structure Matters

upgrading its management techniques. Hoping to spur employees to develop ideas for bettering the company’s performance, the firm launched a system in which workers who put forth ideas were recognized with small sums of money. The company... View Details

Keywords: by Scott Van Voorhis

24 Oct 2011
Research & Ideas

The Yelp Factor: Are Consumer Reviews Good for Business?

decisions. In Seattle alone, Yelp, which launched in 2005, had accumulated 60,000 reviews by 2009, rating 70 percent of the city's restaurants. By contrast, The Seattle Times had reviewed roughly 5 percent. Luca chose to investigate Yelp... View Details

Keywords: by Michael Blanding; Food & Beverage

November 2019 (Revised June 2020)
Case

Indigo Agriculture: Harnessing Nature

By: Marco Iansiti, Michael W. Toffel and James Barnett

Indigo Agriculture used a digital-enabled research and development (R&D) process to launch its initial product, microbial coatings for agricultural seeds, which increase crop yields while reducing the need for fertilizers. In doing so, the company developed direct... View Details

Keywords: Carbon Sequestration; Operations; Supply Chain; Social Enterprise; Product Development; Distribution Channels; Business Strategy; Digital Platforms; Environmental Sustainability; Science-Based Business; Climate Change; Agriculture and Agribusiness Industry; Green Technology Industry; United States; Massachusetts

October 2017 (Revised April 2019)
Case

Eastern Bank: Innovating Through Eastern Labs

By: Karen Mills, Dennis Campbell and Aaron Mukerjee

Eastern Bank is a 200-year-old New England mutual bank with a community focus. Eastern specializes in small business lending, having made strategic investments to become the top SBA lender in New England in the midst of the Great Recession, when other banks were... View Details

Keywords: Banks and Banking; Technological Innovation; Entrepreneurship; Management

1997
Book

Finding Time: How Corporations, Individuals, and Families Can Benefit from New Work Practices

By: Leslie Perlow

Why do Americans work so hard? Are the long hours spent at work really necessary to increase organizational productivity? Perlow documents the work life of employees who assume that for their own success and the success of their organization they must put in extended... View Details

Keywords: Time Management; Working Conditions; Work-Life Balance; Performance Productivity

Find at Harvard

March 2021
Supplement

Facebook's Libra (B): The Privatization of Money?

By: Marco Di Maggio, Ethan Rouen, George Serafeim and Amy Klopfenstein

This case addresses the events that took place following the conclusion of the case “Facebook’s Libra (A): The Privatization of Money?” In October 2019, several months after the conclusion of the A case, multiple members of the Libra Association announced that they... View Details

March 2022 (Revised February 2023)
Case

Pakistan Rising: Bazaar's Growth Story (A)

By: Paul A. Gompers and Gamze Yucaoglu

The case opens in September 2021 as Hamza Jawaid and Saad Jangda, co-founders of Bazaar technologies (Bazaar), the Pakistani high growth B2B e-commerce marketplace, are contemplating whether the year-and-a half old startup should also venture into offering financing to... View Details

Keywords: B2B; Business Model; Emerging Markets; For-Profit Firms; Strategy; Digital Platforms; Information Technology; Value Creation; Globalization; Competition; Expansion; Profit; Resource Allocation; Diversification; Corporate Strategy; Pakistan

June 2001
Case

Competitive Dynamics in Home Video Games (J): The Next Generation Nintendo

Nintendo must make some important decisions related to the launch and design of the successor to its 16-bit Super NES console. A rewritten version of an earlier case. This is part of a case series examining the competitive dynamics in the home video game industry from... View Details

Keywords: Competition; Product Design; Product Launch; Video Game Industry

April 2020
Teaching Note

Indigo Agriculture: Harnessing Nature

By: Michael W. Toffel and James Barnett

Teaching Note for HBS No. 620-024. Indigo Agriculture used a digital-enabled research and development (R&D) process to launch its initial product, microbial coatings for agricultural seeds, which increase crop yields while reducing the need for fertilizers. In doing... View Details

Keywords: Operations; Supply Chain; Social Enterprise; Product Development; Distribution Channels; Business Strategy; Digital Platforms; Science-Based Business; Agriculture and Agribusiness Industry; Green Technology Industry; United States; Massachusetts

December 2008 (Revised October 2009)
Case

Alliance for a Green Revolution in Africa (AGRA)

By: David E. Bell and Brian Matthew Milder

In 2006, the Bill and Melinda Gates Foundation and the Rockefeller Foundation joined together to form a new organization, AGRA, to tackle the historic challenge of increasing agricultural production in Africa. Launched with much fanfare and led by former U.N.... View Details

Keywords: Developing Countries and Economies; Investment Funds; Food; Philanthropy and Charitable Giving; Business and Government Relations; Non-Governmental Organizations; Poverty; Agriculture and Agribusiness Industry; Africa

March 2002 (Revised May 2003)
Case

NeoPets, Inc.

By: Thomas R. Eisenmann and Elizabeth Kind

NeoPets, a rapidly growing Internet start-up, faces decisions about its international expansion strategy--whether to enter a joint venture with a conglomerate in Singapore to exploit Asian markets as well as which other regions to target. NeoPets allows its... View Details

Keywords: Expansion; Global Strategy; Network Effects; Joint Ventures; Business Conglomerates; Age; Internet and the Web; Product Positioning; Digital Marketing; Internet and the Web; Corporate Entrepreneurship; Information Technology Industry; Asia; Singapore

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