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- All HBS Web
(1,889)
- People (1)
- News (270)
- Research (1,478)
- Events (5)
- Multimedia (16)
- Faculty Publications (889)
- September 2009 (Revised November 2021)
- Case
OnStar: Not Your Father's General Motors
By: Clayton M. Christensen
After two years of less than stellar performance resulting in sales well below plan, senior management at General Motors (GM) mobile telecommunications service start-up, OnStar, recognized that without a substantial change in their strategy, support for the venture... View Details
Keywords: Change Management; Decision Choices and Conditions; Growth and Development Strategy; Corporate Strategy; Technology; Risk and Uncertainty; Joint Ventures; Corporate Entrepreneurship; Product Positioning; Risk Management; Auto Industry; Telecommunications Industry
Christensen, Clayton M. "OnStar: Not Your Father's General Motors." Harvard Business School Case 610-029, September 2009. (Revised November 2021.)
- September 2003 (Revised May 2006)
- Case
Eyeblaster: Enabling the Next Generation of Online Advertising
By: Elie Ofek
Eyeblaster management has to decide on the best course of action to sustain its momentum from enabling online rich media advertising. Pressure from competitors is forcing the company to re-evaluate its previous marketing strategy that focused primarily on getting... View Details
Keywords: Business Model; Marketing Strategy; Market Entry and Exit; Performance Evaluation; Digital Marketing; Growth and Development Strategy
Ofek, Elie. "Eyeblaster: Enabling the Next Generation of Online Advertising." Harvard Business School Case 504-005, September 2003. (Revised May 2006.)
- 15 Nov 2010
- Lessons from the Classroom
Connecting Goals and Go-To-Market Initiatives
indicates that while production efficiencies have enabled an average S&P 500 company to reduce the cost of goods sold by about 250 basis points over the past decade, SG&A (selling, general and administrative costs) as a percentage of revenue has not declined.... View Details
- May 2019
- Case
Whiskey and Cheddar: Ingredient Branding at the Caesan Cheese Cooperative (Brief Case)
By: John A. Quelch and Katherine B. Hartman
The Caesan Cheese Cooperative is considering introducing a new high-quality, high-margin artisan whiskey cheddar cheese. Deidra Kelly, vice president of marketing and product development at Caesan, must recommend to the Board of Directors whether to launch the product... View Details
Keywords: Brands and Branding; Product Development; Management; Product Marketing; Product Positioning; Marketing Strategy; Partners and Partnerships; Food and Beverage Industry
Quelch, John A., and Katherine B. Hartman. "Whiskey and Cheddar: Ingredient Branding at the Caesan Cheese Cooperative (Brief Case)." Harvard Business School Brief Case 919-521, May 2019.
- October 2013 (Revised August 2015)
- Supplement
Outotec (B): Action Plan
By: Robert J. Dolan and Doug J. Chung
Outotec was a market leader in providing mining solutions to large mining companies. The company’s specialization and proprietary technology created value for its customers and helped the firm differentiate from its competitors. Yet, Outotec was not pricing or... View Details
Keywords: Value-based Pricing; Bargaining Power Of Buyers; Marketing; Segmentation; Price; Policy; Sales; Management; Value Creation; Mining Industry
Dolan, Robert J., and Doug J. Chung. "Outotec (B): Action Plan." Harvard Business School Supplement 514-065, October 2013. (Revised August 2015.)
- October 2013 (Revised August 2015)
- Case
Outotec (A): Project Capture
By: Robert J. Dolan and Doug J. Chung
Outotec was a market leader in providing mining solutions to large mining companies. The company’s specialization and proprietary technology created value for its customers and helped the firm differentiate from its competitors. Yet, Outotec was not pricing or... View Details
Keywords: Value-based Pricing; Bargaining Power Of Buyers; Marketing; Segmentation; Price; Policy; Sales; Management; Value Creation; Mining Industry
Dolan, Robert J., and Doug J. Chung. "Outotec (A): Project Capture." Harvard Business School Case 514-064, October 2013. (Revised August 2015.)
- September 2016 (Revised November 2017)
- Case
Casper Sleep Inc.: Marketing the 'One Perfect Mattress for Everyone'
By: Robert J. Dolan
“A Warby Parker of mattresses? Somebody is going to do it. Why not us?”
This was the topic of a conversation begun in spring 2013 among Gabe Flateman, Philip Krim, Neil Parikh, and T. Luke Sherwin. The four met as members of a New York City venture accelerator... View Details
Keywords: Mattress; Sleep; Marketing; Business Model; Marketing Channels; Adoption; Sales; Consumer Products Industry
Dolan, Robert J. "Casper Sleep Inc.: Marketing the 'One Perfect Mattress for Everyone'." Harvard Business School Case 517-042, September 2016. (Revised November 2017.)
- 17 Jan 2017
- First Look
First Look at New Research: January 17
style, and thus set prices that limit market penetration. The winning strategy diverges from this approach in almost every respect. When innovators develop products that people want to pull into their lives, they create markets that serve... View Details
Keywords: Sean Silverthorne
- January 2021
- Case
Anodot: Autonomous Business Monitoring
By: Antonio Moreno and Danielle Golan
Autonomous business monitoring platform Anodot leveraged machine learning to provide real-time alerts regarding business anomalies. Anodot’s solution was used in various industries in order to primarily monitor business health, such as revenue and payments, product... View Details
Keywords: Digital Platforms; Internet and the Web; Knowledge Sharing; Information Management; Sales; Value Creation; Product Positioning; Israel
Moreno, Antonio, and Danielle Golan. "Anodot: Autonomous Business Monitoring." Harvard Business School Case 621-084, January 2021.
- December 2009 (Revised March 2025)
- Case
Phreesia: The Patient Intake Company
By: Regina E. Herzlinger, Sunaina Yarlagadda and Brian L. Walker
How should the co-founders of an organization that provides patient sign-in and billing services scale their company after five years of successfully targeting small private physician practices? Phreesia had deployed a direct mail and sales force strategy that resulted... View Details
Herzlinger, Regina E., Sunaina Yarlagadda, and Brian L. Walker. "Phreesia: The Patient Intake Company." Harvard Business School Case 310-066, December 2009. (Revised March 2025.)
- June 2002 (Revised September 2002)
- Case
Pokemon: Gotta Catch 'Em All (Abridged)
By: Youngme E. Moon
Pokemon, the colloquial name given to a collection of 150 fantastic, animal-inspired creatures with organic powers and the capacity to evolve, are the stars of video games, trading card games, and TV cartoons. Conceived in Japan in 1996, Pokemon quickly became that... View Details
Keywords: Brands and Branding; Age; Business or Company Management; Marketing Strategy; Product Launch; Cross-Cultural and Cross-Border Issues; Copyright; Video Game Industry; Entertainment and Recreation Industry; Japan; Asia; United States
Moon, Youngme E. "Pokemon: Gotta Catch 'Em All (Abridged)." Harvard Business School Case 502-092, June 2002. (Revised September 2002.)
- November 2010
- Supplement
Hikma Pharmaceuticals (B)
By: John A. Quelch
By 2009, Hikma Pharmaceuticals operated 13 manufacturing plants in 8 countries of which 5 were approved by the U.S. Food and Drug Administration. Hikma tracked its sales revenues over the period to show where the largest contributors were from. View Details
Quelch, John A. "Hikma Pharmaceuticals (B)." Harvard Business School Supplement 511-075, November 2010.
- June 2009
- Supplement
Mary Kay Inc.: Asian Market Entry (B)
By: John A. Quelch
By 2008, over half of Mary Kay Cosmetics' $2.8 billion sales were from outside the U.S. Sales from China exceeded $500 million in 2008 through over 450,000 beauty consultants. China was Mary Kay Cosmetics' second most important national market with revenues growing at... View Details
Keywords: Global Strategy; Growth and Development Strategy; Brands and Branding; Emerging Markets; Market Entry and Exit; Beauty and Cosmetics Industry; Asia; China
Quelch, John A. "Mary Kay Inc.: Asian Market Entry (B)." Harvard Business School Supplement 509-067, June 2009.
- June 2025
- Exercise
Full-Funnel Advertising on TikTok: An Experiment
By: Jeremy Yang and Ayelet Israeli
TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details
- September 2018
- Case
Hunley, Inc.: Casting for Growth
By: John A. Quelch and James T. Kindley
Hunley, Inc. manufactures rods for the niche sport of fly fishing. It specializes in freshwater rods that are perceived as "middle-market" products, targeted at "avid" fly fishers. In the face of declining revenue and a decreasing price per unit sold, the company's... View Details
Keywords: Growth and Development Strategy; Marketing Strategy; Decision Choices and Conditions; Sports; Marketing Channels; Distribution Channels
Quelch, John A., and James T. Kindley. "Hunley, Inc.: Casting for Growth." Harvard Business School Brief Case 919-501, September 2018.
- February 2002 (Revised December 2003)
- Case
H-E-B Own Brands
By: V. Kasturi Rangan and Marie Bell
H-E-B is a $9 billion grocery chain located in Southwest Texas. This case focuses on H-E-B's private label strategy, a product category that accounts for 19% of H-E-B's sales and one that earns gross margins 50% higher than national brands. A leader in its markets,... View Details
Keywords: Growth and Development; Market Entry and Exit; Supply Chain Management; Private Ownership; Sales; Strategy; Competitive Strategy
Rangan, V. Kasturi, and Marie Bell. "H-E-B Own Brands." Harvard Business School Case 502-053, February 2002. (Revised December 2003.)
- August 2002 (Revised January 2003)
- Case
Siebel Systems: Anatomy of a Sale, Part 1
By: John A. Deighton and Das Narayandas
How does a $2 million software sale happen? This case traces efforts by Siebel Systems to sell lead management software to discount broker Quick & Reilly. The buying process is mapped out over four years. Covers in detail the last six months—from Siebel's initial... View Details
Keywords: Leadership; Management Analysis, Tools, and Techniques; Marketing Strategy; Consumer Behavior; Organizational Structure; Behavior; Competition; Applications and Software; Technology Industry
Deighton, John A., and Das Narayandas. "Siebel Systems: Anatomy of a Sale, Part 1." Harvard Business School Case 503-021, August 2002. (Revised January 2003.) (request a courtesy copy.)
- August 2002 (Revised February 2003)
- Case
Siebel Systems: Anatomy of a Sale, Part 2
By: John A. Deighton and Das Narayandas
How does a $2 million software sale happen? This case traces efforts by Siebel Systems to sell lead management software to discount broker Quick & Reilly. The buying process is mapped out over four years. Covers in detail the last six months--from Siebel's initial... View Details
Keywords: Business Cycles; Leadership; Management Analysis, Tools, and Techniques; Marketing Strategy; Consumer Behavior; Organizational Structure; Behavior; Competition; Applications and Software; Technology Industry
Deighton, John A., and Das Narayandas. "Siebel Systems: Anatomy of a Sale, Part 2." Harvard Business School Case 503-022, August 2002. (Revised February 2003.)
- March 2007 (Revised June 2007)
- Case
Wal-Mart, 2007
By: David B. Yoffie and Michael Slind
In 2007, Wal-Mart faced challenges to its historically high growth rate. Lagging same-store sales and setbacks overseas led the company to consider strategic shifts. Wal-Mart was the world's largest retailer, but competition had become particularly acute as the company... View Details
Keywords: Competition; Management Practices and Processes; Rural Scope; Human Resources; Problems and Challenges; Organizational Change and Adaptation; Globalized Firms and Management; Marketing Strategy; Growth Management; Urban Scope; Retail Industry; United States
Yoffie, David B., and Michael Slind. "Wal-Mart, 2007." Harvard Business School Case 707-517, March 2007. (Revised June 2007.)
- May 2020 (Revised June 2020)
- Case
TransDigm's Acquisition and Integration of Arkwin Industries
By: Benjamin C. Esty and Daniel W. Fisher
In May 2013, TransDigm, a company that manufactured a wide range of highly engineered aerospace parts for both military and civilian aircraft, announced it was buying Arkwin Industries for $286 million in cash (3 times Arkwin’s sales of $91 million). Having acquired... View Details
Keywords: Business Model; Value Creation; Strategy; Acquisition; Integration; Talent and Talent Management; Aerospace Industry
Esty, Benjamin C., and Daniel W. Fisher. "TransDigm's Acquisition and Integration of Arkwin Industries." Harvard Business School Case 720-467, May 2020. (Revised June 2020.)