Publications
Publications
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- All HBS Web
(679)
- Faculty Publications (236)
- November 2023 (Revised April 2025)
- Case
Norse Atlantic Airways
By: Willy Shih
Bjørn Tore Larsen, Norse Atlantic Airways' founder and CEO, hadn't planned to get into the airline business. But when the COVID-19 pandemic depressed the global demand for air travel and the lease rates for jetliners, he realized if ever he was going to get into the... View Details
- November 2023
- Teaching Plan
Geely SEA: New Electric Vehicle Platforms
By: Willy Shih
Teaching Plan for HBS Case No. 622-001. Kent Bovellan, the Chief Engineer and Head of the Vehicle Architecture Center for Geely Holding, the Hangzhou, China headquartered global automotive group, was debating the platform choice for an upcoming "D" segment midsized... View Details
- October 2023
- Case
Leading Transformation at IHCL
By: Krishna G. Palepu, V.G. Narayanan and Malini Sen
In November 2017, Puneet Chhatwal, took charge as MD and CEO of IHCL, popularly referred to as the Taj Hotels. Despite being India’s largest hospitality company by market capitalization and respected for its values and service, IHCL had made losses for the last seven... View Details
- 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
- August 2023 (Revised September 2023)
- Case
Zegna
By: Rohit Deshpandé, Dante Roscini and Elena Corsi
In 2023, the Italian luxury Zegna brand, traditionally known for formal menswear, was refocusing towards leisure wear, following a recent consumer trend. Such a move exposed the brand to more competition, in a segment where perhaps its made-in-Italy feature was less of... View Details
- July 2023
- Case
Crocs: Using Community-Centric Marketing to Make Ugly Iconic
By: Ayelet Israeli and Anne V. Wilson
In 2022, the Crocs Classic Clog was the best-selling item of clothing on Amazon, the brand was one of the fastest growing brands in the U.S., and global net revenue had increased to approximately $3.6 billion. By most accounts, Crocs had become the “it” shoe. Crocs... View Details
- July 2023
- Case
HealthVerity: Real World Data and Evidence
By: Satish Tadikonda
Andrew Kress (CEO and founder) and his team had built a promising marketplace business at HealthVerity serving its core market in healthcare, with a focus on pharmaceutical R&D and services. Thus far, HealthVerity’s products had been unique to the pharma and pharma... View Details
- 2023
- Working Paper
The Market for Sharing Interest Rate Risk: Quantities and Asset Prices
By: Ishita Sen, Umang Khetan, Jane Li and Ioana Neamtu
We study the extent of interest rate risk sharing across the financial system using granular positions and transactions data in interest rate swaps. We show that pension and insurance (PF&I) sector emerges as a natural counterparty to banks and corporations: overall,... View Details
- May 2023
- Teaching Note
Away: Scaling a DTC Travel Brand
By: Joseph B. Fuller and Jill Avery
Teaching Note for HBS Case No. 520-051. Away, a direct-to-consumer, digital native e-commerce seller of travel luggage, is debating how to invest its latest round of venture funding. How quickly could and should Away scale and what were the most promising growth... View Details
- March 2023
- Case
Azenta Life Sciences: The Road to Transformation
By: Gary P. Pisano and Catherine Piner
When the Board brought Steve Schwartz in as President of Brooks Automation in 2010, they gave him a clear mission: strengthen the company’s core semiconductor equipment business and find a new industry to enter. Over the course of the next decade, Schwartz and the... View Details
- March–April 2023
- Article
Market Segmentation Trees
By: Ali Aouad, Adam Elmachtoub, Kris J. Ferreira and Ryan McNellis
Problem definition: We seek to provide an interpretable framework for segmenting users in a population for personalized decision making. Methodology/results: We propose a general methodology, market segmentation trees (MSTs), for learning market... View Details
- February 2023
- Article
Disruption and Credit Markets
By: Bo Becker and Victoria Ivashina
We show that over the past half century innovative disruptions were central to understanding corporate defaults. In a given year, industries experiencing abnormally high VC or IPO activity subsequently see higher default rates, higher segment exits by conglomerates,... View Details
- January 2023 (Revised January 2024)
- Case
Digital Transformation at Tata Steel
By: Krishna Palepu, Das Narayandas, Radhika Kak and Rachna Tahilyani
T.V. Narendran, CEO of Tata Steel, India’s oldest steel manufacturing firm, had taken concrete business and cultural transformation steps to future-ready the firm since taking over in 2013. He had deleveraged and instilled financial discipline, acquired new businesses,... View Details
- December 2022
- Article
When and How Should Firms Differentiate? Quality and Advertising Decisions in a Duopoly
By: Dominique Olié Lauga, Elie Ofek and Zsolt Katona
A prominent hallmark of competitive interaction is the desire to differentiate from rivals. In this article, the authors examine under what conditions firms will differentiate through product quality versus advertising intensity. Firms select quality in a first stage,... View Details
- August 2022
- Background Note
Retail Media Networks
By: Eva Ascarza, Ayelet Israeli and Celine Chammas
In 2022, retail media was one of the fastest growing segments in digital advertising. A retail media network (RMN) allows a retailer to use its assets for advertising. Retailers set up an advertising business by allowing marketers to buy advertising space across their... View Details
Keywords: Advertisers; Advertising Media; Media And Broadcasting Industry; Retail; Retail Analytics; Retail Promotion; Retailing; Ecommerce; E-Commerce Strategy; E-commerce; Marketing Communication; Targeting; Targeted Advertising; Targeted Marketing; Advertising; Marketing; Marketing Communications; Marketing Strategy; Brands and Branding; Media; Marketing Channels; Retail Industry; Consumer Products Industry; Advertising Industry; United States
- July 2022 (Revised February 2024)
- Teaching Note
The DivaCup: Navigating Distribution and Growth
By: Ayelet Israeli
Teaching Note for HBS Case No. 519-055. When the mother-daughter founders of DivaCup set out with a mission to disrupt the menstrual care industry with an innovative product form, they initially struggled to gain legitimacy and convince retailers to carry their unique... View Details
Keywords: Female; Female Ceo; Female Entrepreneur; Female Protagonist; Health ＆ Wellness; Healthcare; Price Policies; Minimum Advertised Price; Differentiation; Positioning; Growth; Health; Health Care and Treatment; Price; Disruption; Distribution; Distribution Channels; Competitive Strategy; Competition; Growth Management; Mission and Purpose; Product Development; Product Marketing; Product Launch; Product Positioning; Advertising; Business Startups; Internet and the Web; Entrepreneurship; Social Entrepreneurship; Social Issues; Social Enterprise; Retail Industry; Medical Devices and Supplies Industry; Manufacturing Industry; Health Industry; Green Technology Industry; Education Industry; Distribution Industry; Consumer Products Industry; Canada; United States; United Kingdom
- March 2022 (Revised July 2022)
- Teaching Note
Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences
By: Jill Avery
Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales... View Details
Keywords: Brand Management; Virtual Reality; Augmented Reality; B2B; E-commerce; Technology Platform; Marketing; Marketing Communications; Marketing Strategy; Brands and Branding; Digital Marketing; Internet and the Web; Growth Management; Customer Relationship Management; Customer Value and Value Chain; Social Media; Applications and Software; Digital Platforms; Advertising Industry; United States
- March 2022
- Case
Metric
By: Christina Wallace, Rebecca Cink and Maria Lappas
Megan Murday, the founder of Metric, an environmental, social, and corporate governance (ESG) analytics startup, must decide which customer segment to target as a beachhead market. She received positive feedback from a Swiss venture capital (VC) firm, indicating their... View Details
- January 2022 (Revised August 2022)
- Case
Geely SEA: New Electric Vehicle Platforms
By: Willy C. Shih and Shu Lin
Kent Bovellan, the Chief Engineer and Head of the Vehicle Architecture Center for Geely Holding, the Hangzhou, China headquartered global automotive group, was debating the platform choice for an upcoming "D" segment midsized battery electric vehicle (BEV). He had led... View Details
Keywords: Product Innovation; Product Architecture; Product Engineering; Platform Design; Platform Strategy; Information Infrastructure; Digital Platforms; Information Technology; Product Design; Product Development; Cost Management; Decision Making; Competitive Strategy; Industry Structures; Auto Industry; China; Sweden
- September 2021
- Case
Worldreader: Helping Readers Build a Better World
By: Marco Bertini, Elie Ofek and Julia Kelley
Founded in 2010, Worldreader was an international nonprofit organization that promoted reading to children around the world. For many years, Worldreader distributed e-readers to under-resourced communities and funded its operations primarily through philanthropic... View Details
Keywords: Subscription Model; Price; Financial Strategy; Education; Early Childhood Education; Learning; Geography; Geographic Scope; Global Range; Goals and Objectives; Marketing; Marketing Strategy; Markets; Organizations; Mission and Purpose; Social Enterprise; Non-Governmental Organizations; Nonprofit Organizations; Society; Social Issues; Strategy; Commercialization; Expansion; Segmentation; Education Industry; Africa; Asia; Latin America; Europe; North and Central America; South America