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Article

Why Every Organization Needs an Augmented Reality Strategy

By: Michael E. Porter and James E. Heppelmann

While the physical world is three-dimensional, most data is trapped on two-dimensional pages and screens. This gulf between the real and digital worlds prevents us from fully exploiting the volumes of information now available to us. Augmented reality (AR), a set of... View Details

Keywords: Technological Innovation; Innovation Strategy; Organizational Change and Adaptation; Performance Effectiveness

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September 2023
Teaching Note

Esquel Group

By: William C. Kirby and Noah B. Truwit

Teaching Note for HBS Case Nos. 307-076 and 322-058. These cases focus on the experience of China's largest shirt manufacturer, Esquel Group, and how it manages various aspects of government relations in China and abroad. The A case identifies a wide variety of social... View Details

Keywords: International Relations; Trade; Globalized Markets and Industries; Fashion Industry; China

May 2018 (Revised January 2019)
Case

AirFox (A): Embracing the Blockchain and an ICO

By: Jeffrey J. Bussgang, Edward B. Berk and Nate Schwalb

In summer 2017, Victor Santos, CEO of AirFox, considered whether to pivot his startup towards a new product built with blockchain—a quickly growing technology at the time. AirFox was an early stage startup that sold Software-as-a-Service (SaaS) to small telecom... View Details

Keywords: Blockchain; Cryptocurrency; Initial Coin Offering; ICO; Business Startups; Finance; Currency; Strategy; Decision Making; United States

July 2014 (Revised August 2015)
Case

Qihoo

Qihoo, one of the largest Internet companies in China today, was founded in 2005. The company started its business by offering a security software product, and quickly dominated the market in China after its unusual move of giving its product away for free in 2009.... View Details

Keywords: Platform Strategy; Business Model Innovation; Chinese Internet Market; Competitive Strategy; Information Technology; Digital Platforms; Internet and the Web; Information Technology Industry

November 2008 (Revised April 2009)
Case

E Ink in 2008

By: David B. Yoffie and Renee Kim

In the fall of 2008, E Ink had positioned itself as a leader in electronic ink technology thanks to the launch of several eBook devices such as Amazon's Kindle. Yet E Ink still faced the question of how to turn its technology into a profitable business amid competing... View Details

Keywords: Entrepreneurship; Profit; Product Positioning; Business Strategy; Competition; Hardware; Technology Industry

February 2022 (Revised March 2022)
Case

National Electric Vehicles Sweden (NEVS): Materializing a Vision

By: Shane Greenstein and Elena Corsi

In 2021, the car manufacturer National Electric Vehicle Sweden (NEVS) faced the challenge of securing funding from its investor to launch an innovative mobility solution based on fleets of shared autonomous driving (AD) cars. The system was complex as it required the... View Details

Keywords: Autonomous Vehicles; Product Design; Sustainable Cities; Transportation Networks; Auto Industry; Sweden; Europe

April 2020 (Revised May 2020)
Case

NTT DOCOMO's Race to 5G

By: Juan Alcácer, Horst Melcher and Akiko Kanno

The case, based on extensive interviews with NTT DOCOMO’s technology leaders, focuses on the opportunities and challenges that NTT DOCOMO faces with the launch of infrastructure and services for 5G wireless telecommunication technology. With higher data rates and... View Details

Keywords: 5G; Mobile and Wireless Technology; Product Launch; Strategic Planning; Decision Making; Strategy; Telecommunications Industry; Technology Industry

October 1971 (Revised June 1985)
Case

Fisher-Price Toys, Inc.

Reviews new product introduction and pricing decisions for a riding toy designed for preschool children. Designed to provide background in buyer behavior, market analysis, and corporate strategy. View Details

Keywords: Corporate Strategy; Consumer Behavior; Product Launch; Consumer Products Industry

February 2000 (Revised April 2003)
Case

InSite Marketing Technology (A)

By: Lynda M. Applegate, Genevieve J.S. Feraud and Sheila L Marcelo

Introduces students to products and services that improve customers' online shopping experience. Also discusses the challenges of marketing new product concepts and finding funding for start-up ventures. View Details

Keywords: Customer Focus and Relationships; Financing and Loans; Technological Innovation; Business or Company Management; Marketing Strategy; Product Launch; Service Delivery; Competitive Strategy; Competitive Advantage; Service Industry; Web Services Industry

April 2020 (Revised October 2020)
Case

Unilever's Response to the Future of Work

By: William R. Kerr, Emilie Billaud and Mette Fuglsang Hjortshoej

In February 2020, Nick Dalton, executive vice president HR business transformation at Unilever, reflected on the changing nature of work marked by rapid advances in artificial intelligence, machine learning, and automation. Launched in 2016, Unilever’s Future of Work... View Details

Keywords: Change Management; Human Capital; Organizational Change and Adaptation; Mission and Purpose; Organizational Structure; Transformation; Human Resources; Consumer Products Industry; Europe

September 2023
Case

Ada: Cultivating Investors

By: Reza Satchu and Patrick Sanguineti

Mike Murchison, co-founder and CEO of Ada, has an enviable dilemma. Launched in 2016 by Murchison and his co-founder David Hariri, Ada is an AI-native company that aims to revolutionize how businesses approach customer service. The company has already attracted a buzz,... View Details

Keywords: Founder; Fundraising; Business Startups; Decisions; Entrepreneurship; Venture Capital; AI and Machine Learning; Technology Industry

February 2003 (Revised June 2003)
Case

Interface's Evergreen Services Agreement

In an attempt to reduce its ecological footprint, Interface Americas, a leading manufacturer of commercial carpet tile, has launched the Evergreen Services Agreement (ESA)--a lease agreement that provides would-be carpet purchasers with comprehensive floor-covering... View Details

Keywords: Business Model; Product; Environmental Sustainability; Innovation and Invention; Leasing; Consumer Products Industry; Houston

April 2025
Case

Salesforce Agentforce: The Limitless Workforce

By: Suraj Srinivasan, Allison Ciechanover and George Gonzalez

In early 2025, Salesforce was a global leader in cloud-based enterprise software, best known for pioneering customer relationship management (CRM) delivered as a service. Over the past two decades, the company had expanded into marketing, customer service, analytics,... View Details

Keywords: Business Model; Customer Relationship Management; Price; AI and Machine Learning; Technology Adoption; Organizational Change and Adaptation; Sales; Business Strategy; Ethics; Product Launch; Technology Industry; United States

August 2017 (Revised November 2017)
Case

Paktor: Designing a Dating App

By: Michael Luca, Stephanie Chan and Essie Alamsyah

Paktor is a popular mobile-based online dating app from Singapore, where a user can swipe right or left on a profile to indicate her interest in a potential match. The case is designed to explore issues related to pricing, market design, and launch strategies in the... View Details

Keywords: Mobile and Wireless Technology; Design; Price; Product Launch; Global Strategy

August 1998 (Revised June 2000)
Case

FairMarket, Inc.: Where Buyers and Sellers Connect

By: Lynda M. Applegate, Jack Wieland and Chad M. M Raube

On February 20, 1997, FairMarket, an Internet-based business-to-business auction site, was launched. CEO, founder Scott Randall, drew on his experience building Internet businesses at NECX Direct, Yahoo, and Internet Shopping Network to build his business. This case,... View Details

Keywords: Business Startups; Debates; Entrepreneurship; Growth and Development; Growth Management; Management Style; Product Launch; Multi-Sided Platforms; Problems and Challenges; Information Technology; Information Technology Industry; Web Services Industry

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September 2024 (Revised October 2024)
Case

Anker Innovations (A)

By: Feng Zhu, Jiangyong Lu and Nancy Hua Dai

An Amazon-native brand, Anker is the world’s No. 1 mobile charging brand and a leading consumer electronics company. Over the years, Anker developed an effective model of proving new products online first by leveraging customer insights from its proprietary Voice of... View Details

Keywords: Decision Choices and Conditions; Product; Distribution; Product Launch; Consumer Products Industry; Consumer Products Industry

November 2018 (Revised June 2022)
Teaching Note

AirFox (A): Embracing the Blockchain and an ICO

By: Jeffrey J. Bussgang and Nathaniel Schwalb

Teaching Note for HBS No. 818-097. In summer 2017, Victor Santos, CEO of AirFox, considered whether to pivot his startup towards a new product built with blockchain—a quickly growing technology at the time. AirFox was an early stage startup that sold... View Details

Keywords: Blockchain; Cryptocurrency; Initial Coin Offering; ICO; Business Startups; Finance; Currency; Strategy; Decision Making; United States

February 2017
Case

Shang Xia: The Creation of a Chinese Luxury Lifestyle Brand

By: Anat Keinan, Sandrine Crener, Jing Xu, Janet Borgerson, Jonathan Schroeder and Zhiyan Wu

The case traces the birth of Shang Xia, a joint venture between the Hermès Group and Chinese designer Jiang Qiong Er. Launched in 2009 in Shanghai, the new brand's core mission is to revive and promote China’s 5,000-year-old cultural heritage and leverage Chinese... View Details

Keywords: Brands and Branding; Marketing Strategy; Product Positioning; Luxury; China

April 2007
Article

Wintel: Cooperation and Conflict

By: Ramon Casadesus-Masanell and David B. Yoffie

We study competitive interactions between Intel and Microsoft, two producers of complementary products. In a system of complements, like the PC, the value of the final product depends on how well the different components work together. This, in turn, depends on the... View Details

Keywords: Conflict and Resolution; Competition; Cooperation; Value; Performance Effectiveness; Research and Development; Motivation and Incentives; Investment; Price; Product Launch; Product

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June 1994
Case

Green Marketing at Rank Xerox

By: Jeffrey F. Rayport

Xerox Corp. is on the verge of launching a new line of photocopiers made largely from refurbished or recycled parts. In spite of this reclaimed content, the company intends to position the machines as "new." The move is a response to growing environmental pressures in... View Details

Keywords: Product Positioning; Machinery and Machining; Environmental Sustainability; Consumer Products Industry; Consumer Products Industry; Europe

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