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Teaching Interest

Digital Marketing Strategy

By: John A. Deighton

When the tools of marketing change, strategies change too. The focus of this course is on firms trying to navigate the transition from offline to online market-making and strategy development. Our concern is primarily with corporations that have products and... View Details

February 2022 (Revised July 2022)
Supplement

InstaDeep: AI Innovation Born in Africa (B)

By: Shikhar Ghosh and Esel Çekin

Karim Beguir and Zohra Slim were the co-founders of InstaDeep, a deep tech startup focusing on artificial intelligence (AI) solutions. Instadeep was one of the few companies globally that were partnering with DeepMind, an AI subsidiary of Google [Alphabet Inc.].... View Details

Keywords: AI; Artificial Intelligence; Entrepreneurship; Operations; Business Subsidiaries; Brands and Branding; Innovation and Invention; Growth and Development Strategy; AI and Machine Learning; Technology Industry; Africa

July 2003 (Revised March 2004)
Case

XM Satellite Radio (A)

By: David B. Godes and Elie Ofek

XM Satellite Radio is a radically new way to listen to radio. Management must develop a marketing strategy to launch the firm and the category. A crucial aspect of the strategy is to determine which of two business models the company will pursue. Should it focus... View Details

Keywords: Advertising; Business Model; Decision Choices and Conditions; Cost Management; Marketing Channels; Marketing Strategy; Problems and Challenges; Partners and Partnerships; Sales; Competitive Strategy; Communications Industry

March 2016 (Revised May 2018)
Case

Reinventing Best Buy

By: John R. Wells and Gabriel Ellsworth

On March 1, 2017, Best Buy Company, Inc., North America’s largest retailer of consumer electronics and appliances, announced a third year of comparable-store sales increases and a 20.8% increase in domestic comparable online sales. These results were in marked contrast... View Details

Keywords: Best Buy; Hubert Joly; Renew Blue; Showrooming; Webrooming; E-commerce; E-Commerce Strategy; Online Retail; Multichannel Retailing; Omnichannel; Marketplaces; Turnaround; Consumer Electronics; Consumer Electronics Accessories; Appliances; Stores-within-stores; Store Experience; Store Size; Store Pickup; Store Management; Delivery; Delivery Models; Amazon; Amazon.com; Pricing Strategy; Business Subsidiaries; Business Units; Business Growth and Maturation; Business Model; For-Profit Firms; Customer Focus and Relationships; Customer Satisfaction; Entertainment; Film Entertainment; Games, Gaming, and Gambling; Music Entertainment; Television Entertainment; Theater Entertainment; Price; Profit; Revenue; Geographic Scope; Multinational Firms and Management; Business History; Cost; Selection and Staffing; Reports; Technological Innovation; Job Cuts and Outsourcing; Human Capital; Leading Change; Business or Company Management; Goals and Objectives; Growth and Development; Growth and Development Strategy; Management Teams; Brands and Branding; Product Marketing; Consumer Behavior; Demand and Consumers; Media; Distribution; Order Taking and Fulfillment; Distribution Channels; Infrastructure; Product; Service Delivery; Service Operations; Organizational Change and Adaptation; Public Ownership; Problems and Challenges; Programs; Groups and Teams; Sales; Salesforce Management; Strategy; Adaptation; Business Strategy; Competition; Competitive Advantage; Competitive Strategy; Corporate Strategy; Expansion; Information Technology; Information Infrastructure; Information Technology; Internet and the Web; Mobile and Wireless Technology; Internet and the Web; Applications and Software; Internet and the Web; Mobile and Wireless Technology; Resource Allocation; Computer Industry; Electronics Industry; Entertainment and Recreation Industry; Information Technology Industry; Retail Industry; Service Industry; Technology Industry; Telecommunications Industry; Video Game Industry; United States; Minnesota; Minneapolis; Saint Paul; St. Paul

July 2005 (Revised March 2007)
Case

Kansai Digital Phone: Zutto, Gaining Japanese Loyalty

By: Francisco de Asis Martinez-Jerez and James Robert Dillon

Ted Katagi, marketing strategy manager of Kansai Digital Phone (KDP), utilizes customer lifetime value as a key metric to prioritize initiatives in an emergency plan to turn around the company. KDP is a regional phone company in Japan with less than stellar... View Details

Keywords: Customer Relationship Management; Customer Value and Value Chain; Customer Satisfaction; Telecommunications Industry; Electronics Industry; Japan; United States

February 2000 (Revised February 2002)
Case

Owens & Minor, Inc. (A)

By: V.G. Narayanan and Lisa Brem

A forward-thinking manager at Owens & Minor (O&M), a large national medical and surgical distribution company, enlisted the help of both logistics and cost managers to develop an innovative pricing schedule based on the customer's activities instead of the price of the... View Details

Keywords: Activity Based Costing and Management; Logistics; Distribution; Price; Supply Chain Management; Customer Relationship Management; Medical Devices and Supplies Industry; Distribution Industry

Web

PhD Programs - Doctoral

healthcare industry, while others arrive at the program with a background in disciplinary research The PhD program in Organizational Behavior offers two tracks: either a micro or macro approach. In the micro track, students focus on the... View Details

August 2021
Case

Mylestone: Can Multiple Pivots Preserve the Life of a Death Tech Startup?

By: Shikhar Ghosh and Marilyn Morgan Westner

Dave Balter and Jim Myers co-founded Mylestone, a death tech startup that applied technology to transform how grieving people memorialize the dead. The startup addressed a cultural problem and promised to solve a pressing need in the antiquated, multi-billion dollar... View Details

Keywords: Pivot; Startup; Business Model; Cryptocurrency; Ethical Decision Making; Emotions; Growth and Development Strategy; Ethics; Market Entry and Exit; Customer Relationship Management; Loss; Change Management; Relationships

November 2005 (Revised February 2006)
Case

Oracle vs. PeopleSoft (A)

By: Lynn S. Paine, Guhan Subramanian and David Millstone

Focuses on the hotly contested takeover battle between software rivals Oracle and PeopleSoft in 2003 and 2004. Raises novel issues of takeover law under Delaware corporate law as well as issues of fair competition under California law. A central issue is whether the... View Details

Keywords: Takeover; Fiduciary Duty; Mergers and Acquisitions; Applications and Software; Ethics; Law; Governing and Advisory Boards; Customer Focus and Relationships; Competition; Strategy; Information Technology Industry; United States

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

13 Jan 2003
Research & Ideas

The Subconscious Mind of the Consumer (And How To Reach It)

Harvard Business School professor Gerald Zaltman's latest book, How Customers Think: Essential Insights into the Mind of the Market, delves into the subconscious mind of the consumer—the place where most purchasing decisions are made. The... View Details

Keywords: by Manda Mahoney

15 Feb 2000
Lessons from the Classroom

Delivering Information Services: A 30-Year Perspective

Nolan: H.E. Butt, as we learn, was not taking full advantage of the information gleaned from its scanning technology, as Walmart does. Walmart has built a huge database from which it can identify right down to the particular customer and... View Details

Keywords: by Staff

January 2000 (Revised June 2000)
Case

Alloy.com: Marketing to Generation Y

By: John A. Deighton and Gil McWilliams

A profitable dot com company? Alloy.com retails clothing to teens by catalog. Alloy uses a Web site to convert prospects and build community. The result is a business with the economics of a direct marketer and the market capitalization of an Internet start-up. The... View Details

Keywords: Marketing Strategy; Internet and the Web; Business and Community Relations; Partners and Partnerships; Customer Relationship Management; Decision Choices and Conditions; Business Startups; Information Technology Industry; Consumer Products Industry

November 2019
Case

DeepMap: Charting the Road Ahead for Autonomous Vehicles

By: Shane Greenstein and Nicole Tempest Keller

Founded in 2016, DeepMap developed high definition (HD) mapping software and localization services for Level 4+ autonomous vehicles. Traditional navigational maps were accurate to a few meters, which was sufficient for drivers but not for machine-driven vehicles that... View Details

Keywords: Mapping Software; Autonomous Vehicles; Business Startups; Applications and Software; Technological Innovation; Technology Adoption; Service Delivery; Global Range; Resource Allocation; Strategic Planning; Technology Industry; Auto Industry

December 2017 (Revised January 2018)
Case

Alltech

By: David E. Bell and Natalie Kindred

Alltech was a Lexington, Kentucky–based producer of supplements for animal feed, with revenues of over $2 billion (projected to reach $3 billion in 2018), sales in 120 countries, 5,000 employees, and 100 manufacturing plants worldwide. For nearly four decades, Alltech... View Details

September 1999 (Revised October 2000)
Case

Eggrock Partners, LLC (A)

By: Thomas J. DeLong, Myra M. Hart and Sharon Peyus

Explores the challenges of choosing how to grow a professional services firm (PSF). Before developing a growth strategy, the partners need to agree on what business(es) the company should be in. Each of the three partners has differing views of what the company should... View Details

Keywords: Entrepreneurship; Business or Company Management; Growth and Development Strategy; Business Model; Expansion; Business Processes; Industry Structures; Customer Focus and Relationships; Employees; Partners and Partnerships; Service Industry

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February 2022 (Revised June 2022)
Case

Resident 2020

By: Jeffrey F. Rayport and Thomas O. Jones

Launched in 2016, Resident was a leading player in the direct-to-consumer bed-in-a-box mattress market, where it was one of at least 175 venture-backed companies competing in the space. By late 2020, it had realized over $500 million in revenue, profitability in the... View Details

Keywords: Digital Marketing; Business Growth and Maturation; Operations; Entrepreneurship; Competitive Strategy; Initial Public Offering; Decisions; Marketing Strategy; Cash Flow; Demand and Consumers

January–February 2018
Article

Ads That Don't Overstep: How to Make Sure You Don't Take Personalization Too Far

By: Leslie John, Tami Kim and Kate Barasz

Data gathered on the web has vastly enhanced the capabilities of marketers. With people regularly sharing personal details online and internet cookies tracking every click, companies can now gain unprecedented insight into individual consumers and target them with... View Details

Keywords: Digital Marketing; Customization and Personalization; Information; Customers; Attitudes

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January 2018
Case

Kids & Company: Entering the U.S.

By: Boris Groysberg, Matthew G. Preble and Katherine Connolly Baden

In April 2017, Victoria Sopik and Jennifer Nashmi, CEO and CFO (respectively) of Kids & Company, a Canadian childcare provider that they had co-founded in the early 2000s and developed into a nearly 100-unit enterprise, are discussing how the company should proceed... View Details

July 2005 (Revised September 2016)
Case

24 Hour Fitness (A): The Rise, 1983–2004

By: John R. Wells, Elizabeth A. Raabe and Gabriel Ellsworth

In October 2004, Mark S. Mastrov, CEO of 24 Hour Fitness, reflected on how far his company had come in just over 20 years. From humble beginnings in 1983 in San Leandro, California, 24 Hour Fitness had grown to become the largest privately-owned health-club chain in... View Details

Keywords: 24 Hour Fitness; Mark Mastrov; Health Clubs; Fitness; Gyms; Chain; Weight Loss; Exercise; Personal Training; Retention; Sales Force Compensation; Incentive Systems; Buildings and Facilities; Business Growth and Maturation; Business Model; For-Profit Firms; Customers; Customer Focus and Relationships; Customer Satisfaction; Private Equity; Revenue; Geographic Scope; Multinational Firms and Management; Nutrition; Business History; Employees; Recruitment; Selection and Staffing; Human Capital; Business or Company Management; Goals and Objectives; Growth and Development Strategy; Marketing; Operations; Service Operations; Private Ownership; Problems and Challenges; Sales; Salesforce Management; Sports; Strategy; Business Strategy; Competition; Competitive Advantage; Competitive Strategy; Corporate Strategy; Expansion; Segmentation; Information Technology; Internet; Technology Platform; Web; Web Sites; Capital Structure; Performance; Organizational Structure; Organizational Culture; Health Industry; United States; California; San Francisco

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