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August 2020 (Revised August 2023)
Case

Nubank: Democratizing Financial Services

By: Michael Chu, Carla Larangeira and Pedro Levindo

Nubank, a wholly-digital solution created to disrupt Brazilian banking, with 6 million clients and a $4 billion valuation after five years, must decide whether to expand to Mexico. The company was founded in São Paulo in 2013 by Colombian-born David Vélez to seize what... View Details

Keywords: Fintech; Financial Inclusion; Digital Banking; Credit Cards; Banks and Banking; Disruption; Expansion; Growth and Development Strategy; Financial Services Industry; South America; Brazil; North America; Mexico

October 2023 (Revised April 2024)
Case

FARM Rio: Bringing a Brazilian Fashion Brand to the World

By: Isamar Troncoso and Jill Avery

FARM Rio, a twenty-six year old Brazilian fashion brand, had recently put down roots in the U.S. The brand, known for its bold, colorful, nature-inspired tropical prints, was testing the waters in Europe to assess if and how the brand should further expand globally.... View Details

Keywords: Global Marketing; Go-to-market Strategy; Global Branding; Brand Positioning; Marketing; Brands and Branding; Marketing Strategy; Growth and Development Strategy; Product Positioning; Market Entry and Exit; Distribution Channels; Expansion; Fashion Industry; Brazil; United States; Europe

January 2011 (Revised May 2011)
Case

Paydiant

By: Jose B. Alvarez, Elizabeth C. Williamson and James Weber

Kevin Laracey, founder of Paydiant, needed to figure out how to launch a payment processing company with a new technology based on smart phones. Consumers had increasingly turned to electronic payment methods such as credit cards and debit cards to make purchases.... View Details

Keywords: Entrepreneurship; Credit Cards; Product Marketing; Product Launch; Market Entry and Exit; Industry Structures; Business and Stakeholder Relations; Cooperation; Technology Adoption; Retail Industry

28 Nov 2005
Research & Ideas

Unilever: Transformation and Tradition

possessed, first, strong capabilities in branding and marketing. It understood local markets, and it knew how to market to them. It was at the frontier of market segmentation strategies in packaged consumer products. It opened up new View Details

Keywords: by Geoffrey Jones; Consumer Products

September 1991 (Revised December 1991)
Case

G. Heileman Brewing Co. (A): Power Failure At PowerMaster

By: Stephen A. Greyser

In June 1991, Heileman announced plans to introduce a high-alcohol malt liquor under the name PowerMaster (PM). Although the company claimed PM would be positioned as an upscale product and marketed on the basis of its superior taste, minority advocates and alcohol... View Details

Keywords: Advertising Campaigns; Ethics; Lawfulness; Brands and Branding; Product Positioning; Demand and Consumers; Market Entry and Exit; Food and Beverage Industry

March 2022 (Revised July 2022)
Teaching Note

Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences

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

17 Oct 2019
Research & Ideas

‘Chick Beer’ for Women? Why Gender Marketing Repels More Than Sells

your order.” Gender-tailored marketing messages from these brands and others—including Mangria and Pink Power tools—are common, yet new research shows they can turn off consumers, particularly women. In fact, they often backfire to the point of dissuading women from... View Details

Keywords: by Dina Gerdeman; Consumer Products

May 2018
Case

Sagacity Tea: What Direction for Growth?

By: John A. Quelch and Amy Handlin

Kate Moran, CEO and cofounder of Sagacity Tea, a small, Vermont-based ready-to-drink tea brand, is considering a consumer-product group (CPG) broker's proposal for the product's launch in several cities along the East Coast of the United States. The commitments in the... View Details

Keywords: Product Launch; Marketing; Distribution; Growth Management; Marketing Channels; Decision Choices and Conditions

October 2023 (Revised February 2024)
Case

Loris

By: Shunyuan Zhang, Das Narayandas, Stacy Straaberg and David Lane

In December 2022, Loris’s executive team considered their go-to-market strategy. Loris was an artificial intelligence (AI) software startup for the customer service industry with two products on the market: 1) Agent Assist which provided customer service agents (CSAs)... View Details

Keywords: Decisions; Growth and Development Strategy; Product Launch; Product Positioning; Business Strategy; Competitive Strategy; Business Startups; AI and Machine Learning; Applications and Software; Marketing Strategy; Sales; Technology Industry; United States

February 1994 (Revised May 1995)
Case

Eastman Kodak Co.: Funtime Film

By: Robert J. Dolan

Eastman Kodak has suffered significant declines in film market share at the hands of lower priced branded producers and private label products. The case presents Kodak's proposal to launch a new economy brand of film to combat these rivals. View Details

Keywords: Product Positioning; Competition; Price; Product Launch; Brands and Branding; Consumer Products Industry

David G. Fubini

David G. Fubini is a Senior Lecturer in the Organizational Behavior Unit and leader of the Leading Professional Services Firm and Mergers & Acquisitions Programs for Harvard Business School’s Executive Education. His MBA teaching has concentrated on teaching the... View Details

February 2018 (Revised August 2018)
Case

OpenInvest

By: Shawn Cole, Boris Vallée and Nicole Tempest Keller

Founded by a team of hedge fund and NGO alumni, OpenInvest launched its platform in 2015 to enable retail investors to tailor their portfolios to their personal values in an automated way, for instance by screening out weapons manufacturers stocks or overweighting... View Details

Keywords: Fintech; Impact Investing; Investment Portfolio; Customization and Personalization; Technological Innovation; Social Issues; Growth and Development Strategy; Business Model; Financial Services Industry

July 2020
Supplement

Instabeat—Crossing the Finish Line

By: Shikhar Ghosh, Nicole Tempest Keller and Alpana Thapar

Lebanese entrepreneur Hind Hobeika was just 21 years old when she launched her startup, Instabeat, which had developed the first real-time bio-feedback device for swimmers to monitor and improve their performance. It had been an extremely testing 10-year journey to... View Details

Keywords: Start-up; Wearables; Entrepreneurship; Business Startups; Information Technology; Information Infrastructure; Strategy; Operations; Management; United States; Lebanon

October 2022 (Revised September 2024)
Case

mPharma: Scaling Access to Affordable Primary Care in Africa

By: Regina E. Herzlinger and Ben Creo

mPharma hopes to scale up to create the largest pan-African healthcare company ever to provide much-needed primary care in retail pharmacies; a reliable, fairly priced supply of drugs; and micro-insurance for drugs. They must prioritize launching a telemedicine... View Details

April 1998
Case

X-IT Products, LLC

By: Marco Iansiti, Myra M. Hart and Barbara Feinberg

Two entrepreneurs, Andrew Ive and Aldo DiBerlardino, are poised to launch their first product. The decisions they make will have a crucial impact on the future of their company. View Details

Keywords: Forecasting and Prediction; Entrepreneurship; Product Launch; Outcome or Result

09 Jan 2024
Research & Ideas

Could Clean Hydrogen Become Affordable at Scale by 2030?

Hydrogen is poised to move from the sidelines of global clean energy as the industry learns to produce it more efficiently and at lower cost, according to newly published research led by Gunther Glenk, a climate fellow with Harvard Business School's Institute for the... View Details

Keywords: by Desmond Dodd; Energy; Green Technology

August 2022 (Revised March 2025)
Case

Wasabi Technologies (A)

By: N. Louis Shipley and Mel Martin

After launching a successful hot cloud storage company, Founder and CEO David Friend is ready to scale the venture rapidly. Wasabi Technologies had focused primarily on direct sales, but an opportunity to pivot to channel sales was on the horizon. The company’s major... View Details

Keywords: Direct Sales; Channel Sales; Information Management; Sales; Product Development; Growth and Development Strategy; Business Divisions; Information Technology Industry; United States

25 Jan 2017
HBS Case

How Should Advertisers Respond to Consumer Demand for Whiter Skin?

women empowerment, decided to take on the issue by launching a “Dark Is Beautiful” campaign, partly to pressure advertisers to stop portraying lighter-skinned people as superior. “If you look at whether it’s done anything to affect the... View Details

Keywords: by Dina Gerdeman; Beauty & Cosmetics

July 2008 (Revised September 2009)
Case

ASUSTeK Computer Inc. Eee PC (A)

By: Willy C. Shih, Chintay Shih, Hung-Chang Chiu, Yi-Ching Hsieh and Ho Howard Yu

ASUSTek Computer was the world's largest manufacture of PC motherboards, yet when it tried to launch its new sub-notebook Eee PC, the organization faced challenges in doing things outside of its established processes. Though many of the team members had worked together... View Details

Keywords: Change Management; Disruptive Innovation; Product Launch; Groups and Teams; Information Infrastructure; Mobile and Wireless Technology; Technology Industry

August 2019
Teaching Note

Back to the Roots

By: Elizabeth A. Keenan and Leslie K. John

Email mking@hbs.edu for a courtesy copy.

This Teaching Note explains the theory of the case and teaching plan for the case: Back to the Roots HBS case No. 518-073. Back to the Roots (BTTR) is a start-up with a... View Details

Keywords: Organic Food; Startup; Crowdfunding; Sustainability; Transparency; Entrepreneurship; Product Development; Product Marketing; Growth and Development Strategy; Decision Making; Food; Food and Beverage Industry

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