Publications

May 1997 (Revised March 1998)
Case

Teradyne: Managing Strategic Change

By: Joseph L. Bower

Three cases deal with the introduction of a new product to Teradyne's line of semiconductor test equipment. This case provides historic and administrative background for the other two cases. Teradyne: The Aurora Project deals with the problems facing the head of a... View Details

Keywords: Business Startups; Change Management; Business or Company Management; Market Entry and Exit; Product; Problems and Challenges; Competitive Strategy; Corporate Strategy; Technology

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February 1995 (Revised August 1995)
Case

Microsoft in the People's Republic of China, 1993

By: Tarun Khanna

Explores some of the economic and political tradeoffs that need to be negotiated by a firm seeking to influence industry structure. The setting is the nascent personal computer software industry in the People's Republic of China (PRC) in 1993. Microsoft has to localize... View Details

Keywords: Cost vs Benefits; Product Marketing; Market Entry and Exit; Market Transactions; Industry Structures; Partners and Partnerships; Vertical Integration; Software; Information Technology Industry; China

August 2016 (Revised November 2016)
Case

C.W. Dixey & Son

By: Anat Keinan and Michael B. Beverland

C.W. Dixey & Son is about to be relaunched as a luxury eyewear brand after a fifty-year absence from the marketplace. This case focuses on reviving a dormant brand with a 200-year plus heritage of innovation, craft excellence, and luxury. Drawing on extensive... View Details

Keywords: Luxury Branding; Authenticity; Inconspicuous Consumption; Brand Positioning; Brand Revitalization; Eyeyewear; Market Entry and Exit; Luxury; Market Participation; Brands and Branding; Consumer Products Industry

05 Apr 2011
First Look

First Look: April 5

state-owned construction company strike one deal after another in South Carolina despite political backlash and in New York where well-established competitors dominate? The case examines the U.S. market View Details

Keywords: Sean Silverthorne

January 2012 (Revised March 2013)
Case

Ctrip: Scientifically Managing Travel Services

By: David A. Garvin and Nancy Hua Dai

Ctrip is a $437 million Chinese on-line travel services company with a scientific, data driven approach to management. The case explores Ctrip's founding and early growth, its expansion into multiple market segments including hotel reservations, air ticketing, leisure... View Details

Keywords: Scientific Management; Data-driven Management; Management; Expansion; Business Growth and Maturation; Market Entry and Exit; Mathematical Methods; Business Processes; Information Management; Travel Industry; China

October 2014 (Revised October 2015)
Case

Mobileye: The Future of Driverless Cars

By: David B. Yoffie

Mobileye was an Israeli company, officially headquartered in The Netherlands, which was a Tier 2 supplier to the global automobile industry. After 15 years of building a leading technology for autonomous driving systems, Mobileye emerged in 2014 as one of the most... View Details

Keywords: Driverless Car; Competitive Advantage; Strategy; Market Entry and Exit; Technology; Auto Industry; Semiconductor Industry; Technology Industry; Israel

October 1998
Case

Excite, Inc.--1998

By: Stephen P. Bradley and Kelley Porter

Reviews recent trends and the evolution of the emerging portal industry, highlighting the competitive position of the industry's major participants. The business model of Excite, Inc., and its major competitors are presented. In addition, the case looks at the new... View Details

Keywords: Competitive Strategy; Business Model; Emerging Markets; Transformation; Market Entry and Exit; Industry Structures; Web Services Industry

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March 2009 (Revised June 2010)
Case

TOTO: The Bottom Line

TOTO, the leading manufacturer of toilets in Japan, is struggling to penetrate the U.S. market with its premier bidet-toilets, which are present in 63% of homes in Japan. The case examines the behavioral, cultural, and institutional barriers that TOTO faces in gaining... View Details

Keywords: Cross-Cultural and Cross-Border Issues; Disruptive Innovation; Product Positioning; Market Entry and Exit; Organizational Culture; Consumer Products Industry; Japan; United States

August 2022
Article

Availability of New Medicines in the U.S. and Germany From 2004 to 2018

By: Katharina Blankart, Huseyin Naci and Amitabh Chandra

Importance: Germany's unique approach to coverage determination and pricing has ensured that effective medicines remain on the market, often at prices reduced through negotiation. However, less is known about trade-offs of this approach with regard to initial... View Details

Keywords: Market Entry and Exit; Price; Market Timing; Governing Rules, Regulations, and Reforms; Pharmaceutical Industry; United States; Germany

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19 Apr 2010
Research & Ideas

The History of Beauty

provide further major challenges for new ventures. Creative talent, astute marketing skills, and the ability to understand and respond rapidly to consumer fashions and preferences are all needed to succeed. There are fortunes to be made... View Details

Keywords: by Sean Silverthorne; Beauty & Cosmetics

May 1997 (Revised March 1998)
Case

Teradyne: Managing Disruptive Change

By: Joseph L. Bower

Three cases deal with the introduction of a new product to Teradyne's line of semiconductor test equipment. Teradyne: Managing Strategic Change provides historic and administrative background for the other two cases. Teradyne: The Aurora Project deals with the problems... View Details

Keywords: Business Startups; Disruption; Management; Market Entry and Exit; Product; Product Development; Problems and Challenges; Competitive Strategy; Corporate Strategy; Technology

Web

Fostering Innovation in Life Sciences - Health Care

SCIENCE ENTREPRENEURSHIP is led by Professor Peter Barrett , and provides a select group of alumni with the opportunity to work with Harvard inventors to promote the commercialization of life science technologies with significant market... View Details

24 Dec 2013
First Look

First Look: December 24

entry into a new market for Plámo, a company that created startup companies in Europe and emerging markets based upon existing successful business models. She had only been... View Details

Keywords: Carmen Nobel

June 2017
Case

AKB48: Going Global? (A)

By: Juan Alcácer, Kotaro Sasamoto, Tee Chayakul and Mayuka Yamazaki

After a remarkable success in Japan, the producer of the Japanese female singing group AKB48 evaluates market opportunities overseas for his artistic creation. This case introduces the business model behind the AKB48 concept and allows students to identify what... View Details

23 Jul 2024
Cold Call Podcast

Transforming the Workplace for People with Disabilities

Keywords: Re: Lakshmi Ramarajan; Consulting

13 Apr 2016
Research & Ideas

Why Your Company Wants to be a 'Cognitive Referent' (Hint: SpaceX)

When Rory M. McDonald was working on his PhD at Stanford University in 2007, it was the heyday of the lean startup in Silicon Valley. “It seemed like pretty much every week there was some new market category being touted as the next big... View Details

Keywords: by Roberta Holland; Aerospace; Food & Beverage; Retail

January 2025 (Revised April 2025)
Case

Duolingo: On a 'Streak'

By: Jeffrey F. Rayport, Nicole Tempest Keller and Nicole Luo

In December 2024, Severin Hacker, Co-Founder and Chief Technology Officer of Duolingo, reflected on the remarkable evolution of the language-learning app he helped launch in 2011. As the #1 most downloaded education app in the world, Duolingo had over 100 million... View Details

Keywords: Learning; AI and Machine Learning; Growth and Development Strategy; Motivation and Incentives; Diversification; Business Model; Market Entry and Exit; Technology Industry; Education Industry; United States

2023
Article

Moral Escalation: Contested Category Emergence and Its Consequences in the Toy Industry

By: Ryann Noe

Preexisting research has outlined the cognitive, competitive, and economic barriers to market category emergence. Yet scholars have paid scant attention to the processes and consequences of moral resistance to nascent categories. Through a longitudinal, qualitative... View Details

Keywords: Moral Sensibility; Market Entry and Exit; Product Positioning; Technology Industry; Consumer Products Industry