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December 2014 (Revised November 2023)
Case

Codecademy: Monetizing a Movement?

By: Jeffrey J. Bussgang and Lisa C. Mazzanti

Codecademy, an open-platform, online community for learning computer programming, launched in 2011. By 2014, the company had raised a total of $12.5 million in funding and was, on many fronts, an overwhelming success. However, there were still no revenues. The founders... View Details

Keywords: Entrepreneurial Management; Startup Management; Technology; Computer Programming; Coding; Online Education; Monetization; Online Communities; Marketplaces; Internet and the Web; Education; Entrepreneurship; Business Startups; Growth and Development Strategy; Technology Industry; Education Industry

July 2020
Case

Kathy Fish at Procter & Gamble: Navigating Industry Disruption by Disrupting from Within

By: Emily Truelove, Linda A. Hill and Emily Tedards

When Kathy Fish, Procter & Gamble’s Chief Research, Development & Innovation Officer, and a 40-year company veteran, stepped into her role in 2014, she was concerned that the world’s leading consumer packaged goods company had lost its capability to produce a steady... View Details

Keywords: Female Protagonist; Organizational Change; Organizational Behavior; Culture Change; Digital; Innovation; Lean Startup; Experimentation; Metrics; Consumer Packaged Goods (CPG); Leadership; Leading Change; Change Management; Organizational Culture; Organizational Change and Adaptation; Disruption; Innovation and Invention; Digital Transformation

March 2019
Case

DayTwo: Going to Market with Gut Microbiome

By: Ayelet Israeli and David Lane

DayTwo is a young Israeli startup that applies research on the gut microbiome and machine learning algorithms to deliver personalized nutritional recommendations to its users in order to minimize blood sugar spikes after meals. After a first year of trial rollout in... View Details

February 2019 (Revised June 2019)
Case

Where to Grow Next at Online Marketplace OLX

By: Thales Teixeira, Leandro A. Guissoni and Samy Dana

The CEO of OLX Brazil, an online classifieds platform business, is debating among multiple paths to grow sustainably (i.e., profitably) without the need for investor money. The options under consideration are (1) penetration growth by focusing on the core, (2) new... View Details

Keywords: Online Marketplace; Growth; Customer Acquisition; Facebook; Two-sided Network; E-commerce; Classifieds; Naspers; Schibsted; Innovation; Startup; Digital Platforms; Internet and the Web; Growth and Development Strategy; Business Model; Innovation and Invention; Business Startups; Decision Choices and Conditions; Brazil

October 2019
Case

Leading Bank Leumi into the Future

By: Joshua D. Margolis, Allison M. Ciechanover, Nicole Keller and Danielle Golan

An unlikely but highly effective leader of a traditional bank, Rakefet Russak-Aminoach, simultaneously leads a classic change effort and an unconventional effort to innovate. She focuses her initial energy on making the bank more efficient in the face of industry... View Details

March 2014 (Revised September 2017)
Case

salaUno: Eliminating Needless Blindness in Mexico

By: Richard Hamermesh, Regina Garcia Cueller and Valeria Moy

In May 2013 the co-founders and co-CEOs of salaUno, Javier Okhuysen and Carlos Orellana, were encouraged by the results of their fledgling start-up. salaUno was founded as a for-profit enterprise in order to have the capital needed for rapid growth and to fulfill its... View Details

Keywords: Medical Services; Developing Countries; Developing Markets; Health Care Industry; Health Services; Healthcare Ventures; Healthcare Startups; Health Care and Treatment; Health; Business Startups; Developing Countries and Economies; Growth and Development Strategy; Health Industry; Mexico; Mexico City

January 2014
Teaching Plan

MedImmune Ventures

By: Richard Hamermesh and Andrew Otazo

"MedImmune Ventures" highlights the problems faced by corporate venture capital firms, the challenges of investing in early-stage healthcare, and the difficulty of operating in distant markets. View Details

Keywords: MedImmune Ventures; NeuProtect; Corporate Venture Capital; Ron Laufer; Australia; Starfish Ventures; AstraZeneca; MEVE; Healthcare; Startup; Venture Capital; Business Startups; Health Industry; Australia; United States

June 2020
Teaching Note

Shiseido Acquires Drunk Elephant

On October 7, 2019, the Shiseido Group announced that it would acquire clean skincare brand Drunk Elephant for $845 million, a valuation of 8.5 times sales. Did Shiseido pay too much or too little for this brand asset? How much was the Drunk Elephant brand worth and... View Details

13 Jul 2016
HBS Case

How Uber, Airbnb, and Etsy Attracted Their First 1,000 Customers

New businesses often struggle finding their first customers. The challenge is even more difficult with startups in the sharing economy that launch as platforms connecting independent service providers with consumers. Take Uber. Its... View Details

Keywords: by Michael Blanding; Retail; Service; Transportation

December 2017 (Revised March 2019)
Case

Armarium: Luxury Fashion Brands for Rent

By: Jill Avery, David Fubini, Natasha Dossa and Devon Stewart

Armarium, a two-sided online platform that offered consumers the opportunity to rent the most coveted, current season high fashion clothing and accessories from the top global luxury brands, had emerged from its first sales season with two distinct customer segments:... View Details

March 2015 (Revised January 2024)
Case

CV Ingenuity (A): How to Evaluate the Commercial Viability of New Health Care Technologies

By: Regina E. Herzlinger and Andrew Otazo

Duke Rohlen (HBS MBA ’01) hoped to win over a prominent venture capital investor for Series B financing of his firm CVI that was creating a drug-eluting balloon (DES) to treat peripheral arterial disease. As a second-mover, Duke felt he was more likely to acquire... View Details

March 2015 (Revised February 2022)
Supplement

CV Ingenuity (B): Epilogue

By: Regina E. Herzlinger and Andrew Otazo

Duke Rohlen used a lea-nfunding, iconoclastic strategy for his start up for a drug eluding balloon for peripheral artery disease. His giant competitors were first movers. Did Duke obtain the funding he sought? How did his DEB fare versus that of his competitors? The... View Details

June 2014 (Revised October 2015)
Case

Molycorp: Financing the Production of Rare Earth Minerals (A)

By: Benjamin C. Esty and E. Scott Mayfield

Molycorp, the western hemisphere's only producer of rare earth minerals, was in the middle of a $1 billion capital expenditure project in its effort to become a vertically integrated supplier of rare earth minerals, oxides, and metals. Yet it had just reported lower... View Details

December 2017 (Revised March 2018)
Case

Kellogg Company/eighteen94 capital

By: David Bell, Damien McLoughlin and Natalie Kindred

With 33,000 employees and revenues of $13 billion in 2016, Kellogg Company was the world’s largest producer of branded packaged cereal and a leader in branded convenience foods. Founded in 1906 and based in Michigan, the company had a proud history of product and... View Details

August 2014 (Revised March 2015)
Case

Molycorp: Issuing the 'Happy Meal' Securities (B)

By: Benjamin C. Esty and E. Scott Mayfield

Molycorp, the Western hemisphere's only producer of rare earth minerals, was in the middle of a $1 billion capital expansion in its effort to become a vertically integrated supplier of rare earth minerals, oxides, and metals. After reporting lower than expected... View Details

January 2020
Case

Celata Bioinnovations

By: John R. Wells and Benjamin Weinstock

In December 2019, Jon Hu (HBS ‘19) and Dr. Samantha Dale Strasser, co-founders of Celata Bioinnovations, were raising $1 million to launch their company. They had founded Celata less than six months earlier with the aim of redefining the drug discovery process.... View Details

January 2021 (Revised August 2021)
Case

ByteDance: TikTok and the Trials of Going Viral

By: William C. Kirby and John P. McHugh

In 2020, TikTok became the most valuable start-up ever. The short-form, video-sharing social media platform emerged as the crown jewel of the Chinese technology firm ByteDance, realizing 850 million monthly users and an estimated worth of $180 billion. However, a... View Details

Teaching Interest

Overview

By: Regina E. Herzlinger

Course Requirements

Students are required to prepare a business plan, which employs the framework of this course, to explore an entrepreneurial opportunity in health care, and to evaluate their classmates' plans.

Career Focus

For... View Details

Keywords: Healthcare; Healthcare Industry; Healthcare Innovation; Healthcare Costs; Healthcare Operations; Healthcare Organizations; Healthcare Startups; Healthcare Technology; Healthcare Ventures

January 2018 (Revised January 2020)
Case

STRIVR: Changing the Game in Virtual Reality

By: Rajiv Lal, Matt Denison, Robert Higgins and Scott Johnson

The CEO of a growing virtual reality company that trains athletes must decide whether or not to stay in sports or expand into other areas. View Details

September 2023
Case

The Meteoric Rise of Skims

By: Ayelet Israeli, Jill Avery and Leonard A. Schlesinger

Since its founding in 2019 by Kim Kardashian and Jens Grede, Skims, a solutions-oriented brand creating the next generation of underwear, loungewear, and shapewear with an eye toward body-type and skin-tone inclusivity, has experienced a meteoric rise. Kardashian, who... View Details

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