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October 1998 (Revised November 1999)
Case

Chantal Cookware Corp.

By: H. Kent Bowen, Paul W. Marshall and Stephanie Dodson

Chantal Cookware is a small, private company with a 15-year record of success in the design, assembly, and sale of high-end cookware. It experiences serious setbacks when consumers' tastes shift from colorful enamel-on-steel products to commercial-style cookware.... View Details

Keywords: Consumer Behavior; Strategic Planning; Market Entry and Exit; Product Positioning; Trends; Manufacturing Industry

March 2018 (Revised January 2020)
Supplement

STRIVR (B): Moving into the Enterprise

By: Rajiv Lal and Scott Johnson

STRIVR, a company focused on virtual reality training, has decided to shift focus from sports to enterprise customers. The change in strategy requires the CEO to solve a number of issues. The company initally offered training for hard skills, but clients have been... View Details

Keywords: Strivr; Virtual Reality; Soft Skills; Hard Skills; VR; Applications and Software; Market Entry and Exit; Business Strategy; Training; Sports; Technology Industry; Education Industry; United States

November 1998 (Revised November 1999)
Case

British Sugar in China

By: Ray A. Goldberg, Carin-Isabel Knoop and Srinivas Sunder

British Sugar, the first major diversification of Associated British Foods, is entering China as part of the global sweetener, starch, and ingredient strategy. View Details

Keywords: Trade; Food; Globalization; Marketing Strategy; Market Entry and Exit; Diversification; Consumer Products Industry; China; United Kingdom

Find at Harvard

September 1993 (Revised June 1994)
Supplement

Hewlett-Packard: Singapore (B)

By: Dorothy A. Leonard

Discusses the printer Hewlett-Packard has developed. View Details

Keywords: Risk and Uncertainty; Product Development; Research; Marketing; Market Entry and Exit; Computer Industry; Manufacturing Industry; Singapore

June 1995 (Revised June 1996)
Case

White Nights and Polar Lights: Investing in the Russian Oil Industry

By: Debora L. Spar

In the latter half of the 1980s, the collapse of the Soviet empire created an unprecedented opportunity for Western businesses. Among those most attracted were the oil firms, who rushed to investigate Russia's vast petroleum reserves. But, as they soon discovered,... View Details

Keywords: Risk and Uncertainty; Market Entry and Exit; Foreign Direct Investment; Energy Sources; Energy Industry; Russia

09 Aug 2016
First Look

August 9, 2016

drugs that have been shown to be therapeutically equivalent to an already approved original biologic drug—have only been approved in the United States since 2015. Europe has had biosimilar entry since 2006. This paper considers how... View Details

Keywords: Sean Silverthorne

December 1992 (Revised June 1996)
Case

Siemens Corporation (A): Corporate Advertising for 1992

By: Stephen A. Greyser and Norman Klein

Describes the approach of the German-based multinational company, Siemens Corp., to establishing an identity in the United States. The specific goals for the 1991-92 corporate advertising campaign are described. Examples of print and television messages are included,... View Details

Keywords: Advertising Campaigns; Trade; Marketing Strategy; Market Entry and Exit; Performance Evaluation; Germany; United States

September 1988 (Revised October 1992)
Case

Suzuki Samurai

By: John A. Quelch

Suzuki and advertising agency executives are debating the product positioning and accompanying copy strategy alternatives for the Suzuki Samurai prior to its U.S. introduction. View Details

Keywords: Product Positioning; Marketing Strategy; Market Entry and Exit; Advertising Campaigns; Advertising Industry; Auto Industry; Japan; United States

April 2014 (Revised July 2015)
Case

Sanofi Pasteur: The Dengue Vaccine Dilemma

By: V. Kasturi Rangan, David E. Bloom, Vincent Dessain and Emilie Billaud

In 2012, Sanofi Pasteur was racing to develop a vaccine against dengue, a mosquito-borne disease, and was evaluating this product in a Phase IIb trial conducted with school children in Thailand. But while the candidate vaccine met the high safety expectations and a... View Details

Keywords: Health Testing and Trials; Product Launch; Market Entry and Exit; Emerging Markets; Pharmaceutical Industry; France

January 2014 (Revised March 2015)
Case

Google Car

By: Karim R. Lakhani, James Weber and Christine Snively

By 2013, Google, while not a traditional manufacturer of automobiles, had invested millions of dollars in its self-driving cars which had logged over 500,000 miles of testing. The Google management team faced several questions. Should Google continue to invest in the... View Details

Keywords: Digital Services; Innovation; Technology; Technological Innovation; Internet and the Web; Market Entry and Exit; Transportation; Auto Industry; United States

February 2008 (Revised September 2010)
Case

LeapFrog Enterprises

By: Lynda M. Applegate and Elizabeth Collins

Explores the success factors leading to the company's rise to the number three ranking in the aggressively competitive toy industry. LeapFrog has made the strategic decision to expand beyond the toy industry and enter the educational technology and services industry.... View Details

Keywords: Business Model; Entrepreneurship; Growth and Development Strategy; Market Entry and Exit; Expansion; Consumer Products Industry; Education Industry

26 Feb 2018
Research & Ideas

The Airbnb Effect: Cheaper Rooms for Travelers, Less Revenue for Hotels

research shows that in the 10 cities with the largest Airbnb market share in the US, the entry of Airbnb resulted in 1.3 percent fewer hotel nights booked and a 1.5 percent loss in hotel revenue. The paper,... View Details

Keywords: by Dina Gerdeman; Travel

31 Oct 2017
First Look

New Research and Ideas, October 31, 2017

Download working paper: https://www.hbs.edu/faculty/Pages/item.aspx?num=53418 Threat of Platform-Owner Entry and Complementor Responses: Evidence from the Mobile App Market By: Wen, Wen, and Feng Zhu... View Details

Keywords: by Sean Silverthorne

February 2023
Case

Adyen: Reshaping the Payment Ecosystem

By: Marco Di Maggio, Antonio Moreno and Elena Corsi

A payment services company rethinks its strategy to reach out to a different customer base. View Details

Keywords: Digital Platforms; Entrepreneurship; Service Operations; Market Entry and Exit; Financial Services Industry; Europe

March 2016 (Revised May 2017)
Case

Emaar: The Center of Tomorrow, Today

By: Sid Yog, Esel Cekin and Marc Homsy

Starting in 1997, Mohammad Alabbar, Chairman of Emaar, has been largely associated with Dubai's most renowned real estate projects: the world's tallest building, largest mall and biggest fountain show. Emaar's pioneering success attracted a large number of private... View Details

Keywords: Middle East; Market Entry and Exit; Competitive Strategy; Entrepreneurship; Global Strategy; Real Estate Industry; Middle East; Dubai

October 2001 (Revised May 2002)
Case

Proteome Systems Limited

A Sydney-based biotechnology company is attempting to enter the fast-growing proteomics area. This case highlights choices in business design and changes in these over time. Also addresses issues in geographic location. View Details

Keywords: Organizational Change and Adaptation; Geographic Location; Market Entry and Exit; Biotechnology Industry; Sydney

September 1994
Supplement

Otis Elevator Company: China Joint Venture (E-2)

By: Michael Y. Yoshino

Describes what happened and presents the perspectives of the three executives who played key roles in the process. A rewritten version of an earlier case. View Details

Keywords: Joint Ventures; Globalization; Global Strategy; Market Entry and Exit; China

May 2020
Case

Schlumberger's WesternGeco Division

By: John R. Wells, Sneha Biswas and Benjamin Weinstock

In October 2017, Maurice Nessim, President of WesternGeco, a business unit of Schlumberger, faced a difficult decision. In the face of falling oil prices and increasing pressure on costs, did it make sense to sell off the company’s specialized fleet of seismic survey... View Details

Keywords: Market Entry and Exit; Organizational Change and Adaptation; Decision Making; Strategy; Competitive Advantage; Energy Industry; Information Technology Industry

March 2007
Supplement

Bain & Company, Inc.

In late 2001, the consultancy Bain must decide whether to launch information technology as a practice area within the firm. The senior executives who are Bain's clients have been asking more and more IT-related questions of the firm's partners, who find themselves... View Details

Keywords: Organizational Change and Adaptation; Information Technology; Market Entry and Exit; Information Technology Industry; Consulting Industry

October 2008
Case

Diagnostic Genomics

By: Regina E. Herzlinger and Mark P. Allyn

Should this gene detection firm enter the business of providing tests for the detection of genetic diseases? If so, how should it prioritize the tests it could develop? View Details

Keywords: Health Testing and Trials; Market Entry and Exit; Product Development; Genetics; Strategy; Health Industry; Medical Devices and Supplies Industry

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