Publications

November 2000 (Revised April 2001)
Case

CMR Enterprises

By: Das Narayandas and Mary N. Caravella

Sam Marcus recently purchased a small cabinet-making company, and is looking for dramatic growth. The company competes in commercial and residential construction markets; shortly after the acquisition, the company gains a large new residential customer. The case traces... View Details

Keywords: Acquisition; Customer Relationship Management; Entrepreneurship; Leadership; Marketing Strategy; Performance Evaluation; Relationships; Segmentation; Construction Industry

09 Jul 2018
Research & Ideas

Overcoming the Challenges of Selling Brand New Technology (Hey, Need a 3-D Printer?)

Once a company grows large enough to scale, says Cespedes, it’s important that managers think strategically about segmenting its market, not just “partitioning” it into broad categories such as health care or financial services. Cespedes... View Details

Keywords: by Michael Blanding; Technology; Consumer Products; Electronics; Industrial Products; Information Technology; Manufacturing; Medical Devices & Supplies; Retail

12 Nov 2015
Research & Ideas

Can Consumers be Trusted with Their Own Health Care?

groceries and stocks have to do with public health? Quelch believes, for one thing, the market for public health could learn an important lesson from these other markets: There’s no such thing as a one-size-fits-all solution, largely because different consumer View Details

Keywords: by Dina Gerdeman; Health

01 Oct 1998
News

Beyond the Numbers

needed to manage its operations by business instead of by country, strategically reallocating resources. "I also showed them how to look at expenses as a percentage of revenues, something that's commonly done in the packaged-goods industry but that was revolutionary... View Details

Keywords: Eileen K. McCluskey

01 Mar 2017
News

Case Study: Moment in the Sun

be leaving money on the table not just in the short term but permanently,” he says. Should Ario stick to hospitality and own the market, or shine its light on new ground? The Answers: If a land grab is expected, then owning a segment or... View Details

Keywords: Dan Morrell

27 Mar 2025
Blog Post

IFC India 2025: Driving India's EV Future: Insights from Ather Scooter and Exponent Energy

and only three product offerings. In a presentation by Ather's CEO, we gained insights into their strategy for winning market share from internal combustion engine (ICE) scooters as well as their e-scooter competitors. Their approach not only accelerates EV adoption in... View Details

October 2010 (Revised April 2013)
Case

Bridge International Academies: A School in a Box

By: V. Kasturi Rangan and Katharine Lee

Bridge International was founded in 2007 as a for-profit social enterprise to address the educational needs of poor children in Africa. Ten schools were operational in Kenya by 2010. The plan was to franchise nearly 3,000 schools all over Africa. The case is meant to... View Details

Keywords: Business Model; Education; Growth and Development; Franchise Ownership; Strategic Planning; Problems and Challenges; Social Enterprise; Segmentation; Education Industry; Africa; Kenya

December 1990 (Revised December 1993)
Case

Australian Paper Manufacturers (A)

By: David M. Upton and Joshua D. Margolis

Describes a company which has broken an unwritten cordial agreement amongst the three Australian paper manufacturers to split the domestic market three ways by market segment. The company invades another's "territory" with advanced technology, quality, and,... View Details

Keywords: Agreements and Arrangements; Production; Information Technology; Ethics; Situation or Environment; Product Development; Segmentation; Expansion; Financial Strategy; Pulp and Paper Industry; Australia

05 Dec 2013
Op-Ed

Encourage Breakthrough Health Care by Competing on Products Rather Than Patents

individual's BRCA1 and BRCA2 genes," but the Court, wisely I believe, made thoughtful distinctions about what is and is not patentable, deciding that, "A naturally occurring DNA segment is a product of nature and not patent... View Details

Keywords: by Richard G. Hamermesh; Biotechnology; Health

28 May 2019
News

From Das’s Desk

will expand our collaboration with Executive Education to promote a selection of its topic-specific programs to relevant segments of the alumni community. Together we will find new ways to bring the best of HBS to you whenever you need... View Details

March 2018 (Revised March 2018)
Supplement

Sandlands Vineyards

By: Benjamin C. Esty and Greg Saldutte

Approximately 80% of the wineries in the US breakeven or lose money. An even greater percentage lose money on an economic basis (i.e., after a charge for the cost of equity). Tegan Passalacqua is a successful, young, Californian winemaker who specializes in making... View Details

October 1987 (Revised November 1994)
Case

Boston Fights Drugs (A): Designing Communications Research

By: V. Kasturi Rangan

Describes in detail the research mounted by five individuals with a $20,000 budget to combat drug abuse among Boston's school-going population. Using the focus group methodology they discover that most of the current anti-drug advertising is useless. They create their... View Details

Keywords: Budgets and Budgeting; Misleading and Fraudulent Advertising; Communication Intention and Meaning; Brands and Branding; Performance Evaluation; Research and Development; Segmentation; Pharmaceutical Industry; Boston