Publications

November 1997
Case

Microsoft Goes Online: MSN 1996

By: David B. Yoffie

Explores Microsoft's decision to enter the online services industry in the light of its competition and the growing importance of the Internet. Significant issues include the cost and availability of content, telecomm/Internet access costs, competition with the World... View Details

Keywords: Cost Management; Growth and Development; Market Entry and Exit; Strategy; Competitive Advantage; Web; Information Technology Industry

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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

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

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

2016
Working Paper

The Reference Wars: Encyclopedia Britannica's Decline and Encarta's Emergence

By: Shane Greenstein

The experience of Encyclopædia Britannica provides the canonical example of the decline of an established firm at the outset of the digital age. Competition from Microsoft's Encarta in 1993 led to sharp declines in the sales of books, which led to the distressed sale... View Details

Keywords: Market Entry and Exit; Service Operations; Emerging Markets; Applications and Software; Books; Information Technology Industry; Information Industry

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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

April 1993 (Revised June 1993)
Case

Bayerische Motoren Werke AG (BMW)

By: Robert J. Dolan

In 1992, BMW attempts to revive its position in the United States market. In 1991, unit sales had fallen to 53,000 from 88,000 in 1987. The new CEO of North America considers a multifaceted plan to turn around the situation. View Details

Keywords: Product Positioning; Marketing Strategy; Multinational Firms and Management; Market Entry and Exit; Sales; Manufacturing Industry; Auto Industry; Germany; North America

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

08 Sep 2015
First Look

September 8, 2015

financial markets to get through the initial period of discovery or diffusion. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=49551 September 2015 Harvard Business Review The Organizational Apology: A Step-by-Step Guide... View Details

Keywords: Carmen Nobel

01 Dec 2008
News

Seth Klarman

Klarman Illustration by David Cowles While other money managers scrambled to survive the financial market meltdown, value investor extraordinaire Seth Klarman (MBA ’82), president of The Baupost Group in Boston, cautiously pursued buying... View Details

Keywords: Roger Thompson; Finance

Web

Peek into Business | MBA

definition of "business" and consider how understanding it can be valuable—from a strawberry farmer managing supply chains to a food scientist meeting market demands, or a software engineer designing solutions to a content creator... View Details

December 2012 (Revised May 2013)
Case

Domaines Barons de Rothschild (Lafite): Plus ça change…

By: Ray A. Goldberg, Arthur I. Segel, Elie Ofek and Carin-Isabel Knoop

For centuries Lafite has been the most admired wine Estate in the world. How does Baron Eric de Rothschild protect this crown jewel in a conservative manner while DBR develops other Chateaux blending wine programs, reaches out to new areas such as China and begins to... View Details

Keywords: Plant-Based Agribusiness; Expansion; Market Entry and Exit; Global Strategy; Agriculture and Agribusiness Industry; Food and Beverage Industry; France; China

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

01 Sep 2015
News

Case Studies for Your Commute

practice of management? These are a few of the questions that will be answered in the new HBS podcast Cold Call, available this month via iTunes. “We want this podcast to reflect what is unique and distinctive about HBS,” says Brian Kenny, the School’s chief View Details

Keywords: Dan Morrell

12 Jun 2006
Research & Ideas

The Promise of Channel Stewardship

products performed the same function (extending the life of the metal-working fluid by eliminating bacteria) and both had the same channel entry point (the formulators), Rohm and Haas had used the same channel. But the end-use View Details

Keywords: by V. Kasturi Rangan & Marie Bell; Consumer Products

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