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- December 2023 (Revised February 2024)
- Case
21Seeds: Taking Shots at Breakout Growth
21Seeds, a female-founded flavor-infused tequila startup launched in 2019, had made inroads into the alcoholic beverage industry by focusing on an underserved consumer segment in spirits—women, primarily in their 30s and 40s, many of whom were moms—and by following a... View Details
- November 2023 (Revised March 2024)
- Case
Infarm: Betting the (Indoor) Farm on Food Security
By: Elie Ofek
In the summer of 2023, the co-founders of Infarm, a controlled environment agriculture (CEA) company, were contemplating a major pivot going forward. While Infarm had successfully shown it could grow over 75 products—mainly herbs, leafy greens and mushrooms—in modular... View Details
- November 2023
- Case
Swanson Health: Becoming a Super Seller
By: William R. Kerr, Daniel O'Connor and Paige Boehmcke
Founded in 1969, Swanson Health sold vitamins, supplements, natural health products, and organic foods. Over the years, the company had successfully navigated multiple industry transitions as it expanded from a print catalog to sell products on its own... View Details
- November 2023
- Case
Tata Group in 2021: Pursuing Profits through Purpose
By: Tarun Khanna, Krishna G. Palepu and Vidhya Muthuram
October 8, 2021: Tata Sons won a bid to acquire India’s national carrier Air India, marking the airline's return to its original owners after 68 long years. The winning bid of $2.4 billion gave Tata Sons full ownership of the airline and its coveted network of 6,200... View Details
- October 2023 (Revised June 2024)
- Case
Revvity: A Symbol of Change
By: Satish Tadikonda and William Marks
After selling the PerkinElmer name and several ancillary business units, Prahlad Singh (CEO) and his team at the newly christened Revvity faced a challenge on how best to capitalize on the opportunities ahead for the business and emerge as winners within the Life... View Details
- September 2023 (Revised January 2024)
- Case
RightHand Robotics: Choosing the First Market
By: Thomas R. Eisenmann and Stacy Straaberg
In early 2015, RightHand Robotics’s (RHR) leadership faced a set of decisions in commercializing the startup’s robotic picking solution. RHR’s central product was the RightPick integrated robotic picking system which featured a robotic arm, a three-fingered robotic... View Details
- August 2023
- Case
Constellation Pharmaceuticals: Corporate Development at a Novel Therapeutic Company
By: Satish Tadikonda and Brad Prosek
Constellation Pharmaceuticals was a company focused on epigenetic therapies for cancer patients. Despite a promising start and an early deal with a leading biopharma company, the company weathered twin setbacks in the end of a major research collaboration and the... View Details
- August 2023
- Case
BYD, China, and Global Electric Vehicle Rivalry
By: Cynthia A. Montgomery and Max Hancock
In 2023, BYD, a Chinese electric vehicle (EV) maker, surpassed Tesla to become the world's best-selling EV brand. BYD began selling mobile phone batteries in 1995, acquired a license to sell vehicles in 2002, and spent two decades building its EV brand, growing its... View Details
- July–August 2023
- Article
Demand Learning and Pricing for Varying Assortments
By: Kris Ferreira and Emily Mower
Problem Definition: We consider the problem of demand learning and pricing for retailers who offer assortments of substitutable products that change frequently, e.g., due to limited inventory, perishable or time-sensitive products, or the retailer’s desire to... View Details
- July 2023
- Case
DayTwo: Going to Market with Gut Microbiome (Abridged)
By: Ayelet Israeli
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
- 2023
- Working Paper
The Market for Sharing Interest Rate Risk: Quantities and Asset Prices
By: Ishita Sen, Umang Khetan, Jane Li and Ioana Neamtu
We study the extent of interest rate risk sharing across the financial system using granular positions and transactions data in interest rate swaps. We show that pension and insurance (PF&I) sector emerges as a natural counterparty to banks and corporations: overall,... View Details
- June 2023 (Revised July 2023)
- Case
Social Media Background Screening at Fama Technologies
By: Joseph Pacelli, Jillian Grennan and Alexis Lefort
Fama Technologies is an online screening company that uses AI to analyze job applicants' publicly available online content for signs of risk and culture fit. The case opens with Ben Mones, founder and CEO, looking to secure funding from venture firms. He is running... View Details
- June 2023
- Supplement
Social Media Background Screening at Fama Technologies (B)
By: Joseph Pacelli, Jillian Grennan and Alexis Lefort
Fama Technologies is an online screening company that uses AI to analyze job applicants' publicly available online content for signs of risk and culture fit. The case opens with Ben Mones, founder and CEO, looking to secure funding from venture firms. He is running... View Details
- June 2023 (Revised September 2023)
- Simulation
Managing the Customer Journey Marketing Simulation: Adobe's Data-Driven Operating Model (DDOM)
By: Sunil Gupta, Rajiv Lal and Celine Chammas
Adobe started monitoring Annual Recurring Revenue (ARR), one of its primary metrics, when it shifted from selling its software in a box to selling the software as a subscription-based cloud service. They wanted to know when, where, and how much to invest in marketing.... View Details
- May 3, 2023
- Article
What Top-Performing Sales Managers Do Differently
By: Mike Schultz and Frank V. Cespedes
Sales managers hire reps, influence their training, provide (we hope) feedback and so reinforce good selling behaviors, and are key in the execution of growth and change initiatives. In a study of more than 1,000 sales managers and sellers across industries, we found... View Details
- May 2023
- Article
Where Sales Technology (Really) Helps
Interest in Sales Enablement (SE), the catch-all term for attempts to increase sales productivity with AI and other technologies, is driven by multiple factors. One is the declining costs of the tools. Also, selling is now data-hungry work and not just in tech sectors.... View Details
- April 2023
- Case
Ryan Serhant: Time Management for Repeatable Success (A)
By: Ashley Whillans and Hawken Lord
From an open-concept 90’s-style stone and wood cabin in Dublin, New Hampshire, Ryan Serhant reflected on his career as a real estate broker. As Ryan stared into the fireplace that featured prominently in the center of the house, he wondered whether the period of... View Details
- April 2023
- Case
Burning the Sails to Save the Ship: The Pilati Family Dilemma
By: Lauren Cohen, Hao Gao, Jiawei Ye and Grace Headinger
Octavian Graf Pilati, rising generation member of an Austrian princely family, prepared to sell the palace his family had held for over three hundred years. In recent years, the Pilati family lands had been leveraged as loan collateral for an international venture that... View Details
- March–April 2023
- Article
Pricing for Heterogeneous Products: Analytics for Ticket Reselling
By: Michael Alley, Max Biggs, Rim Hariss, Charles Herrmann, Michael Lingzhi Li and Georgia Perakis
Problem definition: We present a data-driven study of the secondary ticket market. In particular, we are primarily concerned with accurately estimating price sensitivity for listed tickets. In this setting, there are many issues including endogeneity, heterogeneity in... View Details
- March 2023
- Case
Azenta Life Sciences: The Road to Transformation
By: Gary P. Pisano and Catherine Piner
When the Board brought Steve Schwartz in as President of Brooks Automation in 2010, they gave him a clear mission: strengthen the company’s core semiconductor equipment business and find a new industry to enter. Over the course of the next decade, Schwartz and the... View Details