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  • November 2019 (Revised April 2020)
  • Case

Away: Scaling a DTC Travel Brand

By: Jill Avery and Joseph B. Fuller
Away, a direct-to-consumer, digital native e-commerce seller of travel luggage, is debating how to invest its latest round of venture funding. How quickly could and should Away scale and what were the most promising growth trajectories to maximize its potential? Three... View Details
Keywords: Brand Management; DTC; Brand Extension; Lifestyle Brand; Customer Segmentation; Retailing; Scaling And Growth; Startup; Brands and Branding; Marketing; Marketing Strategy; Marketing Channels; Entrepreneurship; Venture Capital; Consumer Behavior; Growth and Development Strategy; Business Startups; E-commerce; Consumer Products Industry; Travel Industry; United States; North America
Related
  • 31 May 2017
  • News

New Space: the New Kids on the Launchpad

  • July 2022
  • Case

boAt Lifestyle

By: Rajiv Lal and Kairavi Dey
boAt began as a lifestyle brand in the consumer electronics category in 2016 with the aim of bringing affordable, durable, and fashionable audio products and accessories to millennials and Gen-Z customers in India. Born in 2016 with Amazon India as its only sales... View Details
Keywords: Marketing; Brands and Branding; Initial Public Offering; Digital Marketing; Product Development; Product Marketing; Business or Company Management; Electronics Industry; Consumer Products Industry; Web Services Industry; Asia; India
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  • September 2020
  • Case

Minerva 2020: Clinical Trials

By: John R. Wells and Benjamin Weinstock
In March 2020, Dr. Cynthia Bamdad, founder and CEO of Minerva Biotechnologies Inc. (Minerva), was reviewing the first results of human clinical trials for the company’s novel CAR-T drug therapeutic, one of the first ever to target solid cancer tumors. The results... View Details
Keywords: Biotechnology; Strategic Decision Making; Entrepreneurship; Health Testing and Trials; Decision Choices and Conditions; Strategy
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  • December 2018
  • Case

Formula E Championship Racing (A)

By: Robert F. Higgins and James Weber
Formula E founder and CEO Alejandro Agag obtained the rights to develop a new electric car racing series from the Fédération Internationale de l'Automobile (FIA). Agag needed to develop the series from scratch—developing a race car and finding teams willing to race,... View Details
Keywords: Electric Car Racing; Entrepreneurship; Global Range; Strategy
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  • September 2023
  • Case

Diamond Standard

By: Lauren H. Cohen, Zhaoheng Gong and Grace Headinger
Cormac Kinney, Founder and CEO of Diamond Standard, was on a mission to transform the U.S. diamond market through unlocking the precious gems as market-traded assets. As a serial FinTech entrepreneur, he hoped to add an additional service to his vault: Carats. The... View Details
Keywords: Tokenization; Fintech; Cryptocurrency; Liquidity; Digital; Rare Earth Minerals; Decentralized; Crypto Economy; Financial Product; Metals; Diamonds; Commodity; Assets; Financial Instruments; Financial Institutions; Financial Markets; Investment; Technological Innovation; Natural Resources; Business Startups; Currency; Financial Services Industry; United States
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  • 01 Feb 2010
  • Research & Ideas

The ‘Luxury Prime’: How Luxury Changes People

Y.J. Chua and Xi Zou, an assistant professor at London Business School, suggest that luxury goods have an important effect on human behavior that is only now becoming clear—and that may have implications for addressing the continuation of... View Details
Keywords: by Sarah Jane Gilbert

    Jacqueline Ng Lane

    Jackie Lane is an Assistant Professor in the Technology and Operations Management Unit at Harvard Business School and a co-Principal Investigator of the Laboratory for Innovation Science at Harvard (LISH) at the Digital Data Design Institute (D^3) at Harvard. She... View Details

    • February 2020 (Revised April 2021)
    • Case

    StockX: The Stock Market of Things

    By: Chiara Farronato, John J. Horton, Annelena Lobb and Julia Kelley
    Founded in 2015 by Dan Gilbert, Josh Luber, and Greg Schwartz, StockX was an online platform where users could buy and sell unworn luxury and limited-edition sneakers. Sneaker resale prices often fluctuated over time based on supply and demand, creating a robust... View Details
    Keywords: Markets; Auctions; Bids and Bidding; Demand and Consumers; Consumer Behavior; Analytics and Data Science; Market Design; Digital Platforms; Market Transactions; Marketplace Matching; Supply and Industry; Analysis; Price; Product Marketing; Product Launch; Apparel and Accessories Industry; Fashion Industry; North and Central America; United States; Michigan; Detroit
    Related
    • 25 Oct 2010
    • HBS Case

    Tesco’s Stumble into the US Market

    too ambitious. It assumed that Tesco would get everything right on the first try. On the other hand, Tesco rightly aimed to scale the concept as soon as possible so that fixed overhead investments in its own... View Details
    Keywords: by Sean Silverthorne; Retail
    • September 2009 (Revised November 2010)
    • Case

    Marquee: The Business of Nightlife

    By: Anita Elberse, Ryan Barlow and Sheldon Wong
    In December 2008, nightlife impresario Noah Tepperberg celebrated the fifth anniversary of his New York City nightclub Marquee. While most clubs are over within their first one-and-a-half years, Tepperberg has succeeded in keeping Marquee one of NYC's hottest clubs for... View Details
    Keywords: Forecasting and Prediction; Cost Management; Marketing Strategy; Competitive Strategy
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    • February 2009 (Revised November 2010)
    • Case

    Marquee: The Business of Nightlife

    By: Anita Elberse, Ryan Barlow and Sheldon Wong
    In December 2008, nightlife impresario Noah Tepperberg is celebrating the fifth anniversary of his New York City nightclub Marquee. While most clubs are over within their first one-and-a-half years, Tepperberg has succeeded in keeping Marquee one of NYC's hottest clubs... View Details
    Keywords: Business Growth and Maturation; Customer Focus and Relationships; Cost; Marketing Strategy; Competition; Entertainment and Recreation Industry; New York (city, NY)
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      David Ager

      David Ager is a Senior Lecturer in Executive Education.  He engages CEOs, CHROs, and their teams to design and deliver customized executive development experiences for executive, senior and high potential leaders.  The companies hail from diverse sectors including... View Details

      • July 2001 (Revised August 2005)
      • Case

      Medicines Company, The

      By: John T. Gourville
      It is early 2001 and the Medicines Co. just received FDA approval to market Angiomax, a blood thinner to be used during angioplasties and heart procedures. It is intended to be a better alternative to Heparin, an 80-year-old drug that costs less then $10 per dose. The... View Details
      Keywords: Business Model; Change Management; Decision Choices and Conditions; Cost Management; Price; Product Marketing; Product Launch; Product Development; Risk and Uncertainty; Health Industry; Pharmaceutical Industry
      Related
      • February 12, 2021
      • Article

      The Commercial Space Age Is Here

      By: Matt Weinzierl and Mehak Sarang
      In May of 2020, SpaceX made history as the first private company to send humans into space. This marks not only a tremendous technological achievement, but also the first indication that an entirely new “space-for-space” industry—that is, goods and services designed to... View Details
      Keywords: Space Economy; New Markets; Emerging Markets; Opportunities; Entrepreneurship; Commercialization; Aerospace Industry
      Related
      • 18 Jul 2019
      • Lessons from the Classroom

      The Internet of Things Needs a Business Model. Here It Is

      right number of machines and eliminate inefficiencies. Pilot programs by the company showed a huge amount of time lost, for example, while recalibrating CT machines between head and abdominal scans, each of which require very different... View Details
      Keywords: by Michael Blanding; Computer
      • 26 Sep 2023
      • Cold Call Podcast

      The PGA Tour and LIV Golf Merger: Competition vs. Cooperation

      Keywords: Sports

        Nancy F. Koehn

        Nancy F. Koehn is a historian at the Harvard Business School where she holds the James E. Robison chair of Business Administration. Koehn's research focuses on crisis leadership and how leaders and their teams rise to the challenges of high-stakes situations. Her... View Details

        Keywords: beauty products; clothing; consumer products; entertainment; fashion; marketing industry; retailing; health care; advertising; media

          Scarlet Letters

          Organizations—particularly human resources teams—tend to address bad behaviors very quietly while raising the visibility of good ones. Indeed, the more transparent workplaces have become, the harder HR has tried to keep employee transgressions private. But this... View Details

          • 11 Apr 2011
          • Lessons from the Classroom

          Teaching a ‘Lean Startup’ Strategy

          launched the service with humans routing users' questions "behind the curtain" instead of computers. This allowed the company to observe how and what users were asking—and then spend time and money on a technology backbone that... View Details
          Keywords: by Carmen Nobel; Technology; Computer