Market Makers - Publications - Faculty & Research

November 2022 (Revised March 2023)
Supplement

JUUL and the Vaping Revolution: A 2022 Update

This case provides a brief update (2019-2022) on the rise and fall of JUUL Labs, the maker of the popular JUUL e-cigarette. View Details

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January 2002
Case

Price-Fixing Vignettes

By: Guhan Subramanian and Michelle Kalka

This case escribes the antitrust prosecutions in the United States and abroad of the international bulk vitamins cartel. Both the civil and criminal fines were historically high, and it was the first time the United States prosecuted foreign nationals for U.S. criminal... View Details

Keywords: Price; Lawsuits and Litigation; Governance Compliance; Auctions; Laws and Statutes; Monopoly; Globalized Markets and Industries; Retail Industry; Health Industry; United States

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November 2022 (Revised March 2023)
Supplement

JUUL and the Vaping Revolution: A 2022 Update

By: Michael W. Toffel and Sarah Mehta

This slide deck provides a brief update (2019-2022) on the rise and fall of JUUL Labs, the maker of the popular JUUL e-cigarette. View Details

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14 Apr 2020
Cold Call Podcast

'Fortnite' Was a Blockbuster for Epic Games. What’s the Encore?

Keywords: Re: Andy Wu; Entertainment & Recreation; Video Game

10 Apr 2006
Research & Ideas

American Auto’s Troubled Road

ways of thinking. It comes down to this: How do you rewrite all the implicit, explicit, and inefficient contracts and relationships that comprise the U.S. industry? To complete the move from such a protected market into a wide-open,... View Details

Keywords: by Garry Emmons; Manufacturing; Transportation; Auto

August 2022
Exercise

Joy4Home Brands: Pricing Matters

By: Elie Ofek, Oded Koenigsberg and Marco Bertini

Joy4Home Brands, the maker of novel houseware items, was gearing up for its launch. The company would be introducing two lines: kitchenware products and storage containers. The initial go-to-market plan called for a direct to consumer (DTC) channel strategy. While... View Details

Keywords: DTC; Pricing Decisions; B2B; Product Marketing; Product Launch; Marketing Strategy; Business Model; Opportunities; Consumer Products Industry

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November 2024
Case

Ather Energy: The Future of Mobility

By: Shunyuan Zhang, Kannan Srinivasan and Malini Sen

Ather Energy, India’s third-largest electric scooter maker by volume, was founded in 2013. Five years later, the start-up launched its first electric scooter, Ather 450, which was powered by artificial intelligence (AI) and the Internet of Things (IoT), to navigate... View Details

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February 2002
Case

Fighting AIDS and Pricing Drugs

By: John T. Gourville

In early 2001, makers of AIDS drugs were suing to prevent developing countries from violating their patents. The issue was driven by price. The developing countries could not afford the market price for these drugs. At the same time, the drug companies were reluctant... View Details

Keywords: Developing Countries and Economies; Patents; Price; Strategy; Globalized Markets and Industries; Pharmaceutical Industry

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02 Sep 2008
Research & Ideas

Indulgence vs. Regret: Investing in Future Memories

passing through town for one evening and hopes you can have dinner. What to do? If you're more grasshopper than ant, research by Assistant Professor Anat Keinan is sure to please. In a series of papers coauthored with Ran Kivetz, a View Details

Keywords: by Julia Hanna

February 2008 (Revised March 2011)
Case

Sandhar Technologies Group, Ltd.

By: G. Felda Hardymon and Ann Leamon

Jayant Davar, CEO and founder of Sandhar Technologies Group, a privately held auto components maker in India, is trying to decide how best to grow the company. He recently took a $22 million investment from Actis Capital, a major emerging markets private equity firm,... View Details

Keywords: Private Equity; Business Growth and Maturation; Competitive Advantage; Entrepreneurship; Mergers and Acquisitions; Emerging Markets; Growth and Development Strategy; Manufacturing Industry; Auto Industry; India

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November 2022 (Revised June 2023)
Case

UGG Steps into the Metaverse

By: Shunyuan Zhang, Sharon Joseph, Sunil Gupta and Julia Kelley

In the fall of 2022, boot maker UGG and its parent company, Deckers, were working to position the brand in the nascent but fast growing metaverse. The metaverse, the online realm that individual users could navigate as digital avatars, was becoming more commercialized,... View Details

Keywords: Metaverse; Digital Marketing; Innovation and Invention; Marketing Channels; Marketing Strategy; Social Marketing; Internet and the Web; Apparel and Accessories Industry; Fashion Industry; Information Technology Industry; United States

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08 Mar 2012
Working Paper Summaries

Customer-Driven Misconduct: How Competition Corrupts Business Practices

Keywords: by Victor Manuel Bennett, Lamar Pierce, Jason A. Snyder & Michael W. Toffel; Auto

June 2020
Case

What IKEA Do We Want?

By: Juan Alcácer, Cynthia A. Montgomery, Emilie Billaud and Vincent Dessain

In 2018, Swedish furniture maker IKEA was undergoing a significant transformation. Challenged by the rise of online shopping and changing consumer behavior, and mourning the death of its founder, the Company's top executives knew they had to step out of their comfort... View Details

Keywords: Business Strategy; Transformation; Leading Change; Mission and Purpose; Business Model; Emerging Markets; Customer Focus and Relationships; Organizational Culture; Disruption; Consumer Products Industry; Retail Industry; Europe; Netherlands; Sweden; China; India; United States

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November 1996 (Revised March 1998)
Case

Vallourec's Venture into Metal Injection Molding

By: Clayton M. Christensen

Vallourec, a leading maker of seamless tubing, developed a radically new technology that used steel powders to create the tubes. To ensure a supply source, Vallourec ultimately had to acquire its supplier of metal powder, and then, to build the volume required to... View Details

Keywords: Technology; Business Model; Diversification; Innovation and Management; Manufacturing Industry

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October 2009 (Revised July 2012)
Case

Emotiv Systems Inc.: It's the Thoughts that Count

By: Elie Ofek, Jason Riis and Paul Hamilton

Emotiv is getting ready to launch its innovative brain-computer interfacing (BCI) technology. The company has developed a special headset, called EPOC, and highly sophisticated software that can translate a person's emotions, cognitive thoughts, and facial expressions... View Details

Keywords: Technology Adoption; Sales; Technological Innovation; Demand and Consumers; Marketing Strategy; Partners and Partnerships; Entrepreneurship; Forecasting and Prediction; Product Launch; Business Startups; Technology Industry

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15 Jun 2021
Cold Call Podcast

IKEA Navigates the Future While Staying True to its Culture

Keywords: Re: Juan Alcacer & Cynthia A. Montgomery; Retail

April 2000
Article

The Fable of Fisher Body

By: Ramon Casadesus-Masanell and Daniel F. Spulber

General Motors' (GM) acquisition of Fisher Body is the classic example of market failure in the literature on contracts and the theory of the firm. According to the standard account, GM merged vertically with Fisher Body in 1926, a maker of auto bodies, because of... View Details

Keywords: Mergers and Acquisitions; Failure; Contracts; Vertical Integration; Market Transactions; Investment; Trust; Production; Assets; Supply Chain; Opportunities; Technology; Auto Industry

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January 1998
Case

Frontgate Catalog

By: Jeffrey F. Rayport

Frontgate is a high-end, Lebanon, Ohio-based catalog business. The decision makers are trying to determine how much financial and personnel resources to invest in the development of a Web site. The decision is being made in light of branding issues and competitor's Web... View Details

Keywords: Customer Relationship Management; Competition; Internet and the Web; Brands and Branding; Retail Industry; Ohio

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2014
Chapter

Promoting Corporate Sustainability through Integrated Reporting: The Role of Investment Fiduciaries and the Responsibilities of the Corporate Board

By: Robert G. Eccles, J. Herron and George Serafeim

This book is a comprehensive reference work exploring recent changes and future trends in the principles that govern institutional investors and fiduciaries. A wide range of contributors offer new perspectives on dynamics that drive the current emphasis on short-term... View Details

Keywords: Governance; Integrated Corporate Reporting; Institutional Investing; Financial Services Industry

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