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August 2022
Exercise

Joy4Home Brands: Pricing Matters

By: Elie Ofek, Oded Koenigsberg and Marco Bertini

Joy4Home Brands, the maker of novel houseware items, was gearing up for its launch. The company would be introducing two lines: kitchenware products and storage containers. The initial go-to-market plan called for a direct to consumer (DTC) channel strategy. While... View Details

Keywords: DTC; Pricing Decisions; B2B; Product Marketing; Product Launch; Marketing Strategy; Business Model; Opportunities; Consumer Products Industry

September 1994
Case

BayFunds

By: Alvin J. Silk, Lisa Klein Pearo and Jamie Harper

In June, 1994, the Senior Vice President of BayBank's Investment Management Group is preparing a strategic plan for her organization's line of mutual funds. Sixteen months earlier, BayBank, Massachusetts's leading retail bank, had entered the mutual fund business by... View Details

Keywords: Banks and Banking; Marketing Strategy; Brands and Branding; Investment Funds; Product Marketing; Integration; Financial Services Industry

July 2019 (Revised November 2022)
Case

Backstage at Boston Ballet

By: David G. Fubini, Ryan Raffaelli, Begum Agca Okutgen and Julia Kelley

This case asks students to consider how to prioritize goals when placed in a new leadership role. In August 2014, Meredith “Max” Hodges became the youngest Executive Director (ED) in the Boston Ballet’s 51-year history. In her first year, she was able to claim several... View Details

August 2006
Case

Dreyer's Slow Churned(TM) Ice Cream

By: Noel H. Watson, Steven C. Wheelwright and Brian DeLacey

Examines capacity forecasting and planning in a complex new product introduction scenario. The introduction at Dreyer's, a large dairy snack manufacturer, involves not only a new product but a new manufacturing process and product package, thus implying a significant... View Details

Keywords: Advertising; Forecasting and Prediction; Growth and Development Strategy; Brands and Branding; Product Launch; Product Development; Planning; Food and Beverage Industry; United States

12 Sep 2023
Research & Ideas

How Can Financial Advisors Thrive in Shifting Markets? Diversify, Diversify, Diversify

boomers surge into retirement and fintech businesses offer new ways for investors to grow their nest eggs. While revenue from financial planning reached $65 billion in 2021, up 30 percent from 2017, many in the industry are trying to... View Details

Keywords: by Ben Rand; Financial Services

April 2001
Supplement

Acer America: Development of the Aspire

By: Christopher A. Bartlett

Consists of five segments. Segment 1 shows Culver and Pai discussing the tensions between Taiwan and the United States and the resulting performance problems with Aspire; Segment 2 features Culver and Shih describing the changes Acer made as a result of the problems... View Details

Keywords: Digital Marketing; Transformation; Forecasting and Prediction; Marketing Strategy; Outcome or Result; Problems and Challenges; Information Infrastructure; Internet and the Web; Computer Industry; Taiwan; United States

June 2015 (Revised May 2017)
Case

LOYAL3: Own What You Love™

By: Luis M. Viceira and Allison M. Ciechanover

This case features San Francisco–based financial technology startup, LOYAL3. Founded in 2008, the company seeks to disrupt the capital markets and democratize access to those markets for retail investors. By the fall of 2014, LOYAL3 had three products. In the first,... View Details

Keywords: Capital Markets; Stocks; Strategic Planning

10 Feb 2015
First Look

First Look: February 10

entry) as a means of reconciling non-monotonic incentive responses to competition, effectively manipulating the number and skills distribution of contestants facing one another. February 2015 GfK Marketing Intelligence Review Beyond... View Details

Keywords: Sean Silverthorne

September 1986
Case

BOC Group: Ohmeda (A)

The president of Ohmeda, a wholly owned company of the BOC Group, plans to grow the company's medical equipment sales from $95 million in 1985 to $158 million in five years by focusing on the sale of "high-tech" equipment. At the same time, the president expects to... View Details

Keywords: Marketing Communications; Salesforce Management; Marketing Channels; Medical Devices and Supplies Industry

08 Apr 2015
News

Online Lenders Offer a Faster Lifeline for Small Businesses

27 Apr 2009
News

Health Care Reform that Will Kill the U.S. Economy

November 1999 (Revised February 2000)
Case

Granny's Goodies, Inc.

By: Das Narayandas and Katherine B. Korman

The young entrepreneurs of Granny's Goodies, Inc., a corporate gift package specialist, face the challenge of finding ways to create consistent revenue streams and reduce sales costs. Outside of a few long-term contracts, the two founders have had to work very hard for... View Details

Keywords: Budgets and Budgeting; Customer Relationship Management; Entrepreneurship; Cost Management; Marketing Strategy; Product Design; Problems and Challenges; Sales; Segmentation; Service Industry

April 1993 (Revised May 2009)
Case

Aravind Eye Hospital, Madurai, India: In Service for Sight, The

By: V. Kasturi Rangan

Starting as a modest 20-bed hospital, Aravind had grown into a 1,400-bed hospital complex by 1992. It had by then screened 3.65 million patients and performed 335,000 cataract surgeries, nearly 70% of them free of cost for the poorest of India's blind population.... View Details

Keywords: Developing Countries and Economies; Social Marketing; Service Delivery; Service Operations; Welfare; Expansion; Health Industry; India

September 2008 (Revised August 2009)
Case

Columbus Tubing: Steel is Real

By: Daniel C. Snow, Gary P. Pisano, Elena Corsi and Gudrun Urfalino Kristinsdottir

Columbus Tubing must choose to improve an old technology (steel) or to develop a new material (carbon fiber). The decision must take into account a complicated context: increased demand for the "old" steel products made in Italy, increasing power of carbon fiber... View Details

Keywords: Decision Choices and Conditions; Resource Allocation; Production; Research and Development; Information Technology; Bicycle Transportation; Asia; Italy

November 1978 (Revised December 1979)
Case

Federal Express (C)

The Marketing Director for Federal Express, a fast growing freight airline specializing in small packages, must select a strategy to achieve a big sales increase for one of the company's services. First he must decide on the relative emphasis to place between... View Details

Keywords: Product Marketing; Sales; Air Transportation Industry; Service Industry; United States

April 2018
Teaching Plan

NBCUniversal Telemundo: Transforming Latino Television

By: Henry McGee

Teaching Plan for HBS No. 318-018. View Details

Keywords: Television Industry; Television Advertising; Broadcasting; Telecommunications; Internet; Digital Marketing; Telecommunications Industry; Media and Broadcasting Industry; Miami

September 2015
Teaching Note

Sustainability at IKEA Group

By: Michael W. Toffel

Can IKEA Group double its global sales within a decade by expending in emerging markets while implementing on its ambitious sustainability strategy that included focusing on raw material sourcing and suppliers’ production processes? The case focuses on IKEA Group’s... View Details

Keywords: Supply Chain Management; Emerging Markets; Environmental Sustainability; Globalized Markets and Industries; Consumer Products Industry

October 2023
Case

Vida Health: Transforming Chronic Disease Treatment

By: William Sahlman and Nicole Tempest Keller

San Francisco based Vida Health, founded by Stephanie Tilenius, former vice president of Commerce and Payments at Google, was a B2B digital health startup focused on the treatment of cardiometabolic conditions, such as diabetes and obesity. Its innovative digital... View Details

Keywords: Corporate Strategy; Growth and Development Strategy; Demand and Consumers; Health Care and Treatment; Product Marketing; Risk and Uncertainty; Technological Innovation; Health Industry; Technology Industry; United States; California; San Francisco

August 2022 (Revised June 2024)
Exercise

How Should Netflix Add an Ad-Supported Tier?

By: Elie Ofek and Olivier Toubia

In the summer of 2022, it became clear that Netflix would introduce an ad-supported tier alongside its existing subscription plans in the near future. Speculation abounded as to the details of the new tier: How many minutes of advertising would it include? What picture... View Details

Keywords: Pricing; Television Industry; Price; Marketing Strategy; Digital Platforms; Customer Value and Value Chain; Competitive Strategy; Customer Satisfaction; Entertainment and Recreation Industry

February 1998 (Revised November 2002)
Case

Meadowlands

By: Arthur I Segel and William J. Poorvu

In February 1998, developers Ted Leonard and Charlie Sexton are attempting to acquire and develop a large multifamily site in Maryland, north of Washington, D.C. They are attempting to win financing and government approvals to develop a new kind of product for the... View Details

Keywords: Urban Development; Real Estate Industry; Maryland

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