Publications

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May 2021 (Revised May 2022)
Case

Headspace vs. Calm: A Mindful Competition

By: Ayelet Israeli and Anne Wilson

By 2021, the mindfulness app wars reached their apex. Over 2,000 meditation apps were available to consumers, but two apps, Headspace and Calm, dominated the space, jointly holding about 70% of the total market. Headspace had established itself as the approachable... View Details

Keywords: Marketing Communication; Integrated Strategy; Brand; Brand ＆ Product Management; Brand Communication; Brand Differentiation; Brand Building; Brand Management; E-Commerce Strategy; Ecommerce; App; App Development; Applications; COVID; COVID-19; Pandemic; Pricing; Pricing Strategy; Subscription Model; Subscription; Partnerships; Strategic Partnerships; B2B Vs. B2C; B2B; Health ＆ Wellness; Wellbeing; Digitization; Commoditization; Mobile App; Mobile App Industry; Mobile Healthcare; Mobile Marketing; Digital Brand; Digital Health; Consumer Health; Apps; Online Business; Online Competition; Online Community; Online Entertainment; Entertainment And Leisure; Meditation; Marketing; Marketing Communications; Brands and Branding; Price; Strategy; Competition; Competitive Strategy; Competitive Advantage; Partners and Partnerships; Health; Well-being; Mobile and Wireless Technology; Communication; Communication Strategy; Disruption; Consumer Behavior; Digital Marketing; E-commerce; Applications and Software; Health Industry; Technology Industry; Communications Industry; United States; North America; United Kingdom

July 2010 (Revised December 2010)
Case

Beohemija's Duel

By: Das Narayandas and Kerry Herman

Vladimir Joksic, Director of Marketing for Serbia's Beohemija, along with his marketing team has managed to grow Duel, the firm's soap powder offering from single digits to almost 40% of the Serbian market in just a few short years. He has used innovative and... View Details

Keywords: Investment; Growth and Development; Innovation Strategy; Management Teams; Marketing; Product Launch; Competition; Consumer Products Industry

Research Summary

Diversity, Equity, and Inclusion (DEI)

By: Sandra J. Sucher

In this research I develop cases and articles that provide thought-provoking, real-world examples of the ways in which social identity differences emerge and are managed in the workplace, and the skills needed to constructively engage with differences to create and... View Details

Keywords: Diversity; Equity; Social Issues

2021
Case

Starbucks: Opposing a Local Tax to Address Homelessness while Promoting Social Justice

By: Andrew J. Hoffman

In 2018, the Seattle City Council unanimously voted 9-0 for a tax that would require companies whose annual revenue surpassed $20 million to pay the city $275 per employee per year. The tax money would then be used to combat homelessness in Seattle. In response,... View Details

Keywords: Taxation; City; Welfare; Wealth and Poverty; Corporate Social Responsibility and Impact; Seattle

April 2004 (Revised June 2004)
Case

Entrepreneurship Goes Global: ResMed's Gamble

By: Christopher A. Bartlett, Andrew N. McLean and Meg Glinska

On the basis of its innovative medical device for treating sleep apnea, CEO Peter Farrell has made Australian-born ResMed a successful global company. But the company is struggling to implement a strategy to expand the device from its focused core market to a much... View Details

Keywords: Business Model; Globalization; Innovation and Management; Management; Marketing Channels; Production; Expansion; Medical Devices and Supplies Industry

17 Jan 2017
First Look

First Look at New Research: January 17

https://cb.hbsp.harvard.edu/cbmp/product/817067-PDF-ENG Harvard Business School Case 517-042 Casper Sleep Inc.: Marketing the 'One Perfect Mattress for Everyone' “A Warby Parker of mattresses? Somebody is going to do it. Why not us?” This... View Details

Keywords: Sean Silverthorne

March 2013
Case

An Entrepreneur's New Product Development Journey

By: Elie Ofek

This case tracks the new product development process undertaken by Gauri Nanda, the founder and CEO of Nanda Home, as she ventures to innovate beyond her initial product launches. Having achieved commercial success with her first product Clocky, a roll away alarm clock... View Details

Keywords: Entrepreneurship; Decision Making; Product Development; Manufacturing Industry; Consumer Products Industry

2018
Article

Knowledge about Tuberculosis and Infection Prevention Behavior: A Nine City Longitudinal Study from India

By: Sophie Huddart, Thomas Bossuroy, Vincent Pons, Siddhartha Baral, Madhukar Pai and Clara Delavallade

Background
Improving patients’ tuberculosis (TB) knowledge is a salient component of TB control strategies. Patient knowledge of TB may encourage infection prevention behaviors and improve treatment adherence. The purpose of this study is to examine how... View Details

Keywords: Health Disorders; Knowledge Dissemination; Behavior; India