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July 2013 (Revised November 2021)
Module Note

Exploration vs. Exploitation

This module note introduces James March's concept of exploration and exploitation, and the management challenge of balancing the allocation of resources to the two activities in the firm. The note also touches on the O'Reilly and Tushman paper on the ambidextrous... View Details

October 2019 (Revised December 2019)
Case

La Roche-Posay: Growing L'Oreal's Active Cosmetics Brand

By: Jill Avery, Vincent Dessain and Mette Fuglsang Hjortshoej

As 2018 neared its end, Laetitia Toupet, international general manager of L’Oréal’s La Roche-Posay brand reflected on the brand’s achievements over the past year. At €1 billion in revenue, La Roche-Posay had recently become the number one dermocosmetics brand in the... View Details

March 2024
Case

East Rock Capital: 'Talent Is the Best Asset Class'

By: Boris Groysberg, Sarah L. Abbott and Izzy Yeoh

Adam Shapiro and Graham Duncan launched East Rock Capital, LLC in 2006 with a seed investment from Stuart Miller, executive chairman of Lennar Corporation. East Rock managed long-term assets for high-net-worth families, primarily working with external managers who had... View Details

Keywords: Alternative Assets; Hiring; HNW Products And Services; Recruiting; Hedge Funds; Wealth Management; Asset Management; Private Equity; Financial Institutions; Marketing Strategy; Growth and Development Strategy; Competitive Advantage; Financial Services Industry; United States

2022
Working Paper

When the Journey—And Not Just the Destination—Matters: How Internationalization Shapes Entrepreneurial Experimentation

By: Nataliya Langburd Wright and Laura Huang

Internationalization—gaining exposure to cross-border markets—is often the result of an entrepreneur’s experimentation and strategy around their core business. Scholars have shown how entrepreneurs develop products or services, and after achieving some traction, turn... View Details

Keywords: Entrepreneurship And Strategy; Entrepreneurial Ventures; Entrepreneurial Journey; International Entrepreneurship; Entrepreneurship; Business Startups; Global Range; Strategy

January 2019
Supplement

The De Beers Group: Launching GemFair for Artisanal Diamonds

By: Benjamin C. Esty and Daniel Fisher

In April 2018, the De Beers Group launched a pilot project called GemFair to create a new supply of ethically and environmentally sourced diamonds from artisanal and small-scale mines (ASM) in Sierra Leone. Whether this project would yield a meaningful supply of rough... View Details

Keywords: Diamonds; New Business; Strategy Development; Strategy Execution; Scope; ESG; Supply; Corporate Strategy; Business Strategy; Value Creation; Corporate Social Responsibility and Impact; Consumer Products Industry; Consumer Products Industry; Sierra Leone; United Kingdom

May 2010
Teaching Note

Alpen Bank: Launching the Credit Card in Romania (Brief Case)

By: V. Kasturi Rangan and Sunru Yong

Teaching Note for 4559. View Details

Keywords: Consumer Credit; International Business; International Marketing; Product Introduction; Service Management; International Finance; Product Positioning; Marketing Strategy; Service Operations; Product Launch; Credit

October 2015 (Revised October 2016)
Case

Paez

By: Jill Avery, Maria Fernanda Miguel and Laura Urdapilleta

Paez, an Argentine start-up fashion brand, sold traditional alpargatas, a sleepy shoe category that suddenly woke up when U.S. company TOMS borrowed the traditional alpargata design, covered it with fashionable colors and prints, and tied it to a social cause. Paez's... View Details

Keywords: Brands; Brand Management; Brand Positioning; Entrepreneurship In Emerging Markets; Retailing; Fashion; Competitive Strategy; Marketing; Advertising; Brands and Branding; Marketing Strategy; Entrepreneurship; Competition; Fashion Industry; Retail Industry; Argentina; Spain

May 2010
Supplement

Alpen Bank: Launching the Credit Card in Romania, Spreadsheet Supplement for Instructors (Brief Case)

By: V. Kasturi Rangan and Sunru Yong

Keywords: Consumer Credit; International Business; International Marketing; Product Introduction; Service Management; Product Positioning; Credit Cards; Marketing Strategy; Service Operations; Product Launch; Globalized Markets and Industries; Financial Services Industry; Romania

November 2022 (Revised March 2024)
Case

Replika AI: Monetizing a Chatbot

By: Julian De Freitas and Nicole Tempest Keller

In early 2018, Eugenia Kuyda, co-founder and CEO of San Francisco-based chatbot Replika AI, was deciding how to monetize the app she had built. Launched in 2017, Replika was a consumer AI “companion app” developed by a team of AI software engineers originally based in... View Details

Keywords: Mental Health; Subscriber Models; TAM; Monetization Strategy; Marketing Strategy; Product Marketing; AI and Machine Learning; Applications and Software; Product Positioning; Health Disorders; Technology Industry

2014
Teaching Note

Bluestar's Acquisition of Adisseo (A) (TN)

By: F. Warren McFarlan, Donghong Li and Zhenning Yang

This case describes the process of acquiring Adisseo of France in 2006 by Bluestar Group, the largest subsidiary of ChemChina (a Fortune 500 company). Adisseo was mainly engaged in production of methionine, a feed additive, while China had no methionine production and... View Details

Keywords: Internationalization; Mergers ＆ Acquisitions; Strategy; China; France; Chemicals; China; France

November 2016
Supplement

Alnylam Pharmaceuticals: Building Value from the IP Estate (B)

By: Vicki Sato, Willy Shih and Matt Higgins

The leader of a pioneering biotech company in the siRNA space weighs his options for scaling production capacity in advance of an anticipated commercial launch. Operational complexity and relative merits of in-house manufacturing versus a contractor model are... View Details

Keywords: Pharmaceutical Companies; Pharmaceutical Industry; Biotech; Biotechnology; Operational Complexity; Strategy; Manufacturing; Production; Strategic Planning; Intellectual Property; Biotechnology Industry; United States

May 2010
Supplement

Alpen Bank: Launching the Credit Card in Romania, Student Spreadsheet Supplement (Brief Case)

By: V. Kasturi Rangan and Sunru Yong

Keywords: Consumer Credit; International Business; International Marketing; Product Introduction; Service Management; Product Positioning; Credit Cards; Marketing Strategy; Service Operations; Product Launch; Globalized Markets and Industries; Financial Services Industry; Romania

2014
Case

Bluestar's Acquisition of Adisseo (A)

By: F. Warren McFarlan, Donghong Li and Zhenning Yang

This case describes the process of acquiring Adisseo of France in 2006 by Bluestar Group, the largest subsidiary of ChemChina (a Fortune 500 company). Adisseo was mainly engaged in the production of methionine, a feed additive, while China had no methionine production... View Details

Keywords: Internationalization; Mergers ＆ Acquisitions; Strategy; China; France; Chemicals; China; France

November 2016 (Revised April 2018)
Case

reMarkable: e-Writing the Future

By: Elie Ofek and Curtis Hsu

Magnus Wanberg is the creator of reMarkable, a breakthrough e-writer device set apart from similar products on the market by having solved the frustrating “slow ink” problem typically experienced on pen-based electronic devices, thus providing a “pen and paper” like... View Details

Keywords: Entrepreneurial Marketing; Innovation Management; Go To Market Strategy; Marketing Plan; Target Market; Digital Devices; Consumer Electronics; Forecasting; Information Technology; Marketing Strategy; Innovation and Management; Marketing Channels; Entrepreneurship; Forecasting and Prediction; Product Marketing; Product Development; Electronics Industry

August 2022
Teaching Note

BTS & ARMY

By: Doug J. Chung and Kay R. Koo

Industry leaders must define a particular outcome of interest (i.e., an objective) to establish an organization’s strategy. BTS’s initial objective was to increase brand recognition and to acquire a solid fanbase. The proliferation of social network platforms... View Details

Keywords: Cultural Diversity; Brand Equity; Go-to-market Strategy; Social Network; Entertainment Industry; Brands and Branding; Customer Relationship Management; Consumer Behavior; Social and Collaborative Networks; Social Entrepreneurship; Digital Platforms; Digital Marketing; Music Industry

February 2015
Case

TouchTunes and the Connected Digital Jukebox Platform

By: Alan MacCormack and Noah Fisher

The case describes innovation and new product development at TouchTunes, the leader in the Digital Jukebox market. In March 2013, after releasing its innovative "Virtuo" jukebox developed in collaboration with frog design, TouchTunes was at a crossroads. Having... View Details

Keywords: Innovation; Design; R＆D; Outsourcing; Platform Strategy; Digital Media; Digital Platforms; Growth and Development Strategy; Innovation and Invention; Product Development; Music Industry

October 2022
Supplement

The SAH Group: The Time is Right, Instructor Spreadsheet

By: Juan Alcacer and Alpana Thapar

In January 2021, Jalila Mezni, CEO of the SAH Group, was preparing to present the company’s future growth plans to its board of directors. The Tunisian company was a leading producer and distributor of personal care and packaged hygiene products. In 2019, it expanded... View Details

Keywords: Growth Strategy; Entrepreneurship; Investment Decisions; Growth Management; Vertical Integration; Distribution; Competition; Strategy; Supply Chain; Presentations; Product Positioning; Market Entry and Exit; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Tunisia

Article

How Market Power Affects Dynamic Pricing: Evidence from Inventory Fluctuations at Car Dealerships

By: Ayelet Israeli, Fiona Scott-Morton, Jorge Silva-Risso and Florian Zettelmeyer

This paper investigates empirically the effect of market power on dynamic pricing in the presence of inventories. Our setting is the auto retail industry; we analyze how automotive dealerships adjust prices to inventory levels under varying degrees of market power. We... View Details

Keywords: Dynamic Pricing; Market Power; Pricing; Price Discrimination; Inventory Production; Marketing; Price; Competitive Strategy; Auto Industry; Retail Industry

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Article

Competition and Social Identity in the Workplace: Evidence from a Chinese Textile Firm

By: Takao Kato and Pian Shu

We study the impact of social identity on worker competition by exploiting the well-documented social divide between urban resident workers and rural migrant workers in urban Chinese firms. We analyze data on weekly output, individual characteristics, and coworker... View Details

Keywords: Social Identity; Coworker Effect; Productivity; Relative Performance Incentive; Intergroup Competition; Competition; Groups and Teams; Performance Productivity; Identity

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October 2022
Supplement

The SAH Group: The Time is Right, Spreadsheet Supplement

By: Juan Alcacer and Alpana Thapar

In January 2021, Jalila Mezni, CEO of the SAH Group, was preparing to present the company’s future growth plans to its board of directors. The Tunisian company was a leading producer and distributor of personal care and packaged hygiene products. In 2019, it expanded... View Details

Keywords: Growth Strategy; Entrepreneurship; Investment Decisions; Growth Management; Vertical Integration; Distribution; Competition; Strategy; Supply Chain; Presentations; Market Entry and Exit; Product Positioning; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Tunisia

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