Publications

September 2023 (Revised January 2024)
Case

RightHand Robotics: Choosing the First Market

By: Thomas R. Eisenmann and Stacy Straaberg

In early 2015, RightHand Robotics’s (RHR) leadership faced a set of decisions in commercializing the startup’s robotic picking solution. RHR’s central product was the RightPick integrated robotic picking system which featured a robotic arm, a three-fingered robotic... View Details

Keywords: Business Startups; Market Entry and Exit; Product; Research and Development; Business Strategy; Commercialization; Information Infrastructure; Technological Innovation; Manufacturing Industry; Technology Industry; United States; Massachusetts

August 2023
Case

Quotient

By: Thomas R. Eisenmann and Matt Higgins

The founders of Quotient, a web-based service for onboarding new engineers, face decisions about how to bring their nascent product to market amidst a tech sector contraction. View Details

Keywords: Engineers; Entrepreneurial Management; Growth; Go-to-market; Product Management; Entrepreneurship; Business Startups; Product Launch; Market Entry and Exit; Strategy; New York (city, NY); San Francisco

September 1984 (Revised May 1985)
Teaching Note

Federated Industries (A) TN

By: Robert J. Dolan

Teaching Note for (9-585-104). View Details

Keywords: Supply and Industry; Market Entry and Exit; Price; Goods and Commodities; Competition; Consumer Products Industry; United States

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

Keywords: Business Model; Business Startups; Market Entry and Exit; Leasing; Business Strategy; Segmentation; Interest Rates; Air Transportation Industry; Europe; North America; Norway; United Kingdom; United States

17 Mar 2015
First Look

First Look: March 17

of intermediaries create safe "money-like" claims, they go about this in different ways. Traditional banks create money-like claims by holding illiquid fixed-income assets to maturity, and they rely on deposit insurance and costly equity capital to support... View Details

Keywords: Sean Silverthorne

November 2024 (Revised April 2025)
Case

Cheerful Music

By: Shunyuan Zhang, Feng Zhu and Nancy Hua Dai

Established by Snow Jiang in 2019 in Shenzhen, China, Cheerful Music was a record label company that had created many hit songs in China. “Yi Xiao Jiang Hu,” its most famous hit song, gained billions of views on social media platforms in China and overseas as the... View Details

Keywords: Generative Ai; Music Entertainment; Global Strategy; Business Model; AI and Machine Learning; Market Entry and Exit; Music Industry; China; United Kingdom; London

01 Jun 2020
News

Unleashed

That’s it. That’s the secret.” Morriss is the executive founder of The Leadership Consortium; Frei, the consortium's co-founder, served as senior vice president of leadership and strategy at Uber. They draw from their work with companies... View Details

Keywords: Jen McFarland Flint

April 2011
Teaching Note

Taylor Fresh Foods (TN)

By: David E. Bell and Mary Louise Shelman

Teaching Note for 509008. View Details

Keywords: Market Entry and Exit; Food; Demand and Consumers; Competition; Opportunities; Food and Beverage Industry; United States

09 May 2005
Research & Ideas

Hold or Fold? Sizing Up Business Risk

exit the game. Once you've placed the bet, though, you always have to choose one of three broad options, which we'll call Option A, Option B, and Option C. Option A is to stay in the game as an active player until some later time or until... View Details

Keywords: by Eileen C. Shapiro & Howard H. Stevenson

22 Jul 2014
First Look

First Look: July 22

investors with longer-term horizons and incentives that are more consistent with the long-term strategy of the company. The managers of most companies take their investor base as a "given" that cannot be changed through their... View Details

Keywords: Sean Silverthorne

February 1999 (Revised March 2004)
Case

JAFCO America Ventures, Inc.: Building A Venture Capital Firm

By: Walter Kuemmerle, Kiichiro Kobayashi and Chad S Ellis

JAFCO, a large Japanese venture capital firm, is making a second attempt to enter the U.S. venture capital market. The U.S. subsidiary, JAFCO America Ventures, is in the midst of a challenging turnaround. Going forward, the U.S. subsidiary's leadership needs to make a... View Details

Keywords: Venture Capital; Market Entry and Exit; Multinational Firms and Management; Corporate Strategy; Financial Services Industry; Japan; United States

Profile

Marla Malcolm Beck

into a highly-regarded brand and a destination location. Seeking faster growth, Beck recently sold the company to Macy’s for $210 million but it was not an exit strategy. The Becks will continue to run Bluemercury as an independent... View Details

September 2000 (Revised November 2000)
Case

GetConnected.com

By: Rajiv Lal, Nilanjana R. Pal and Jodi L. Prins

Describes the situation faced by GCI.com in April 2000, soon after raising $12 million for their new venture. After hiring an advertising agency, management needs to decide on the nature of the advertising campaign to target the right set of customers with the right... View Details

Keywords: Advertising Campaigns; Business Startups; Business or Company Management; Marketing Strategy; Market Entry and Exit; Corporate Strategy; Web Services Industry

October 2008
Case

Diagnostic Genomics

By: Regina E. Herzlinger and Mark P. Allyn

Should this gene detection firm enter the business of providing tests for the detection of genetic diseases? If so, how should it prioritize the tests it could develop? View Details

Keywords: Health Testing and Trials; Market Entry and Exit; Product Development; Genetics; Strategy; Health Industry; Medical Devices and Supplies Industry

August 2018
Article

The Impact of the Entry of Biosimilars: Evidence from Europe

By: Fiona M. Scott Morton, Ariel Dora Stern and Scott Stern

Biologics represent a substantial and growing share of the U.S. drug market. Traditional “small molecule” generics quickly erode the price and share of the branded product upon entry; however, only a few biosimilars have been approved in the U.S. since 2015, thereby... View Details

Keywords: Health Care; Biosimilars; Biologics; Pharmaceutical Competition; Healthcare Spending; Innovation; Health Care and Treatment; Spending; Market Entry and Exit; Competition; Innovation and Invention; Pharmaceutical Industry; United States; Europe

Find at Harvard

Register to Read

March 2019
Teaching Note

KITEA (A)—(F)

By: Ramon Casadesus-Masanell and Karen Elterman

This Teaching Note accompanies the KITEA series of cases, which details how the Moroccan furniture company KITEA prepared for the entry of IKEA into the Moroccan market and describes the outcome of that entry. View Details

Keywords: Private Sector; For-Profit Firms; Business Strategy; Strategic Planning; Competitive Strategy; Competitive Advantage; Adaptation; Corporate Strategy; Market Entry and Exit; Retail Industry; Africa; North Africa; Morocco