Publications

September 2023 (Revised July 2024)
Case

Going Mobile-First? The Digital Transformation of Davivienda Bank in Colombia

By: Jorge Tamayo and Jenyfeer Martinez Buitrago

Set in 2017, this case describes the digital transformation strategy of Davivienda—a leading player in Colombia’s commercial banking and one of the companies belonging to Grupo Bolívar, a major Colombian financial conglomerate. The case also describes the pioneer role... View Details

Keywords: Change Management; Transformation; Decision Choices and Conditions; Information Technology; Digital Strategy; Digital Transformation; Internet and the Web; Mobile and Wireless Technology; Innovation and Management; Innovation Strategy; Growth and Development Strategy; Business Strategy; Banking Industry; Latin America; Central America; South America; Colombia

January–February 2019
Article

Cracking Frontier Markets

By: Clayton M. Christensen, Efosa Ojomo and Karen Dillon

Executive Summary:
With emerging-market giants such as Brazil, Russia, India, and China experiencing slowdowns, investors, entrepreneurs, and multinationals are looking elsewhere. They’ve been eyeing frontier economies such as Nigeria and Pakistan with great... View Details

Keywords: Emerging Markets; Market Entry and Exit; Growth and Development Strategy; Demand and Consumers; Innovation and Invention; Development Economics

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November – December 2011
Article

Competitive Strategy for Open Source Software

By: Vineet Kumar, Brett Gordon and Kannan Srinivasan

Commercial open source software (COSS) products-privately developed software based on publicly available source code-represent a rapidly growing, multibillion-dollar market. A unique aspect of competition in the COSS market is that many open source licenses require... View Details

Keywords: Applications and Software; Competitive Strategy; Product Development; Growth and Development; Markets; Motivation and Incentives; Quality; Policy; Perspective; Profit; Open Source Distribution; Emerging Markets

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20 May 2019
News

How Ferdinand Porsche’s Great-Grandson Is Gearing Up to Disrupt The Sports Car Market

July 2010
Case

Metabical: Positioning and Communications Strategy for a New Weight Loss Drug

By: John A. Quelch and Heather Beckham

Cambridge Sciences Pharmaceuticals (CSP) expects final approval for its revolutionary weight loss drug, Metabical. Metabical will be the only weight loss drug with FDA approval that is also clinically proven to be effective for moderately overweight people. Barbara... View Details

Keywords: Product Positioning; Marketing Communications; Product Launch; Consumer Behavior; Pharmaceutical Industry; United States

October 1995 (Revised December 1995)
Case

Marketing the National Hockey League

By: V. Kasturi Rangan and Marie Bell

One third of the 24 National Hockey League (NHL) teams are unprofitable. Another third are barely profitable. This case provides the background and market research data to help the senior managers of the NHL make decisions pertaining to how they would like to grow the... View Details

Keywords: Advertising; Decision Choices and Conditions; Management Analysis, Tools, and Techniques; Marketing Channels; Marketing Strategy; Research; Sports Industry

15 Dec 2015
News

Don’t Turn Your Sales Team Loose Without a Strategy

April 2022
Case

NIO: A Chinese EV Company's Global Strategy

By: William C. Kirby, Shu Lin and Noah B. Truwit

Founded in November 2014 and based in Shanghai, NIO designed, jointly manufactured, and sold premium “smart” EVs. Its mission was to “shape a joyful lifestyle by offering high-performance smart electric vehicles and being the best user enterprise. At NIO Day 2021,... View Details

Keywords: Electric Vehicles; Expansion; Technological Innovation; Market Entry and Exit; Competitive Strategy; Consumer Behavior; Green Technology; Auto Industry; China; Europe; Norway

February 2017 (Revised May 2022)
Case

The De Beers Group: Exploring the Diamond Reselling Opportunity

By: Benjamin C. Esty, Daniel P. Gross and Lauren G. Pickle

In September 2014, Tom Montgomery (SVP of strategic initiatives at the De Beers Group) and his team launched a pilot program in the United States to explore the $1 billion diamond market for pre-owned (recycled) diamonds. According to Montgomery, the motivation for the... View Details

08 Apr 2010
Working Paper Summaries

Multinational Strategies and Developing Countries in Historical Perspective

Keywords: by Geoffrey Jones

September 2014 (Revised June 2016)
Case

edX: Strategies for Higher Education

By: David Collis, Matthew Shaffer and Ashley Hartman

In May 2012, Harvard University and the Massachusetts Institute of Technology (MIT) founded edX, a new non-profit joint venture that would provide a platform for massive open online courses (MOOCs). edX did not produce original courses or instructional content—it made... View Details

Keywords: MOOCS; edX; Online Platforms; Online Education; Harvard University; MIT; Execution; Monetization; Brand Management; Higher Education; Information Technology; Strategy; Disruptive Innovation; Digital Platforms; Education Industry

23 Nov 1999
Research & Ideas

What’s Your Strategy for Managing Knowledge?

collectively arrive at deeper insights by going back and forth on problems they need to solve. Marcia Blenko, for example, a partner in Bain's London office, had to consider a... View Details

Keywords: by Morten T. Hansen, Nitin Nohria & Thomas Tierney; Consulting

May 2002 (Revised October 2005)
Case

Marketing Antidepressants: Prozac and Paxil

By: Youngme E. Moon and Kerry Herman

Describes the marketing of Prozac and Paxil, two of the best-selling mental health drugs in history. Set in 2001, several months before the expiration of Prozac's patent, Eli Lilly (Prozac's manufacturer) and GlaxoSmithKline (Paxil's manufacturer) must decide how to... View Details

Keywords: Patents; Product Positioning; Competition; Ethics; Value; Health Care and Treatment; Brands and Branding; Pharmaceutical Industry; United States

2018
Book

Driving Digital Strategy: A Guide to Reimagining Your Business

By: Sunil Gupta

Disruption and transformation get a lot of hype and for good reason. Digital technologies have disrupted entire industries and incumbents have often struggled in this new world. Typical approaches used by legacy players such as using technology to improve efficiency,... View Details

Keywords: Marketing; Information Technology; Transformation; Strategy; Competitive Advantage; Value Creation; Customer Focus and Relationships; Organizational Structure; Digital Strategy

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May 2007 (Revised March 2010)
Case

Maria Sharapova: Marketing a Champion (A)

By: Anita Elberse and Margarita Golod

In July 2004, a then 17-year-old Maria Sharapova won Wimbledon, arguably the most prestigious tennis tournament in the world. Max Eisenbud, Sharapova's agent at International Management Group (IMG), knew the championship would lead to a flood of new opportunities. What... View Details

Keywords: Marketing Strategy; Advertising; Gender; Product Marketing; Sports Industry

September 1983 (Revised December 1985)
Case

Dunkin' Donuts (C): Growth Strategy

By: Hirotaka Takeuchi

Dunkin' Donuts franchises and operates retail donut shops for take-home and in-shop consumption. Looks at three growth alternatives: 1) More shops (owned or franchised); 2) A broader product line; and 3) More advertising. Raises important issues related to franchise... View Details

Keywords: Advertising; Growth and Development Strategy; Growth Management; Brands and Branding; Logistics; Franchise Ownership; Relationships; Food and Beverage Industry; Retail Industry