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March 2019
Case

DayTwo: Going to Market with Gut Microbiome

By: Ayelet Israeli and David Lane

DayTwo is a young Israeli startup that applies research on the gut microbiome and machine learning algorithms to deliver personalized nutritional recommendations to its users in order to minimize blood sugar spikes after meals. After a first year of trial rollout in... View Details

February 2019
Case

Canibal—Play It Green!

By: Frank V. Cespedes, Joseph B. Fuller, Tonia Labruyere and Elena Corsi

In 2011, Canibal launched a machine that could sort and compress aluminum cans, plastic bottles, and cups. Users could play a jackpot-style game on the machine’s digital display, while disposing of their beverage containers and earning coupons or other rewards. The... View Details

Keywords: Sales Growth; Recycling; Start-up; Scaling; Market Selection; Sales; Marketing; Business Startups; Growth and Development Strategy; Segmentation; Product Positioning; Technology Industry; France

January 2019 (Revised December 2019)
Case

CrossBoundary Energy

By: John Macomber

Almost 500 million people are without electricity in sub-Saharan Africa. Governments and public utilities are challenged to bring generation and distribution to most of them. Considerable promise exists in “off-grid” or “mini-grid” technologies, notably using renewable... View Details

Keywords: Energy Investing; Economic Development; Renewable Energy; Business Growth and Maturation; Developing Countries and Economies; Project Finance; Emerging Markets; Industry Structures; Infrastructure; Segmentation; Private Equity; Decision Choices and Conditions; Energy Industry; Utilities Industry; Africa; Tanzania; Ghana

January 2019
Teaching Note

Pricing PatientPing

By: Frank V. Cespedes

Teaching Note for HBS No. 818-017. PatientPing sells a software platform that allows health care providers to receive real-time notifications (“pings”) when one of their patients is admitted to or discharged from a health-care facility. The platform facilitates... View Details

Keywords: Pricing; Health Tech; Health Technology; Sales Process; Sales Strategy; Price; Sales; Marketing Strategy; Health Care and Treatment; Health Industry; Technology Industry; United States; Massachusetts

October 2018
Case

BreezoMeter: Making Air Pollution Data Actionable

By: Frank V. Cespedes, Allison M. Ciechanover and Margot Eiran

The case focuses on an Israeli startup that provides actionable air pollution data and forecasts. The company has over 50 enterprise customers and its tool reached a million people daily in 67 countries. The co-founders wrestle with which markets and customers to focus... View Details

Keywords: Startups; Entrepreneurship; Business Startups; Pollutants; Analytics and Data Science; Sales; Marketing; Decision Choices and Conditions; Technology Industry; Israel; United States

September 2018
Article

Asset Price Dynamics in Partially Segmented Markets

By: Robin Greenwood, Samuel G. Hanson and Gordon Y. Liao

We develop a model in which capital moves quickly within an asset class but slowly between asset classes. While most investors specialize in a single asset class, a handful of generalists can gradually reallocate capital across markets. Upon the arrival... View Details

Keywords: System Shocks; Asset Pricing

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August 2018
Teaching Note

Magpie: Developing and Using Buyer Personas

By: Frank V. Cespedes

Teaching Note for HBS No. 818-013. Magpie is a startup with a platform that allows publishers to natively tag the products discussed in their content and thus allows consumers to purchase those products without needing to leave that publisher’s web page. A key aspect... View Details

Keywords: Buying Process; Marketing; Sales; Distribution Channels; Segmentation; Entrepreneurship; Social Media; Consumer Products Industry; Fashion Industry; United States

August 2018 (Revised August 2018)
Case

The De Beers Group: Launching Lightbox Jewelry for Lab-Grown Diamonds

By: Benjamin C. Esty

In May 2018, the De Beers Group shocked the diamond industry when it announced it was launching a new fashion jewelry brand of laboratory-grown (synthetic) diamonds. The reaction was swift as people sought to understand the company’s motivations: was it a “huge gamble”... View Details

June 2018
Case

American Airlines' Value Pricing (Abridged)

By: Alvin J. Silk and Sunil Gupta

This is an abridged version of the 1992 case where American Airlines (AA) launched "Value Pricing" in an attempt to simplify the pricing structure of the airline industry. AA expected that this plan would benefit not only consumers, but also AA and the entire airline... View Details

Keywords: Consumer Marketing; Market Segmentation; Pricing; Pricing Strategy; Demand Analysis; Competition; Marketing; Segmentation; Price; Strategy; Demand and Consumers; Analysis; Air Transportation Industry

May 2018
Supplement

Abe on Womenomics, part 1: Introductions & Japan's Corporate Culture: Excerpt from Opening Address to the World Assembly of Women, Tokyo, August 28, 2015

By: Boris Groysberg

This video supplement part one of a lightly edited 2015 speech by Japanese prime minister Shinzo Abe in which he describes Womenomics--policies and aspirations to promote greater economic participation by Japan's women, thereby promoting economic growth, greater... View Details

May 2018
Supplement

Prime Minister Shinzo Abe – Speech on Womenomics in Japan: Opening Address to the World Assembly of Women, Tokyo, August 28, 2015

By: Boris Groysberg

This video supplement is a lightly edited 2015 speech by Japanese prime minister Shinzo Abe in which he describes Womenomics--policies and aspirations to promote greater economic participation by Japan's women, thereby promoting economic growth, greater work/life... View Details

Keywords: Gender Equality; Japan; Leadership; Government-business Relations; Shinzo Abe; Economic Growth; Aging Society; Womenomics; Abenomics; Labor Market Discrimination; Workplace Culture; Women And Leadership; Change Management; Leading Change; Gender; Business and Government Relations; Growth and Development; Employment; Working Conditions

April 2018
Teaching Note

InsideSales.com (A) and (B)

By: Frank Cespedes

Teaching Note for HBS Nos. 817-018 and 817-042. InsideSales.com (ISC) has been successful selling its software to small- and medium-sized businesses (SMB). But for various reasons, the founders see “the next stage of growth” as building a scalable sales and service... View Details

Keywords: Corporate Entrepreneurship; Organizational Change and Adaptation; Organizational Design; Customer Relationship Management; Growth Management; Marketing Strategy; Salesforce Management; Talent and Talent Management; Technology Industry

March 2018
Teaching Note

Augmedix

By: Frank V. Cespedes

Teaching Note for HBS No. 817-048. Augmedix provides a service that live-streams video of patient appointments to a remote scribe, freeing up significant physician time from electronic medical record data-entry tasks. The venture is confronting decisions in areas such... View Details

Keywords: Entrepreneurship; Sales; Management; Marketing Strategy; Growth and Development Strategy; Technology Adoption; Customers; Segmentation; Health Industry; Technology Industry; United States

March 2018
Teaching Note

Sandlands Vineyards

By: Benjamin C. Esty and Greg Saldutte

Teaching Note for HBS No.718-438. View Details

March 2018 (Revised July 2020)
Case

Nectar (A)

By: Jeffrey F. Rayport and Thomas O. Jones

In late 2017, Nectar was a rapidly emerging player in the “bed-in-a-box” online market for direct-to-consumer foam memory mattresses. Barely a year old, it had achieved a revenue run rate of $85M and looked ahead to another year of blistering growth. The founding team... View Details

Keywords: Direct-to-consumer; Growth and Development Strategy; Product; Diversification; Decision Making; Growth Management; Entrepreneurship

March 2018 (Revised March 2018)
Supplement

Sandlands Vineyards

By: Benjamin C. Esty and Greg Saldutte

Approximately 80% of the wineries in the US breakeven or lose money. An even greater percentage lose money on an economic basis (i.e., after a charge for the cost of equity). Tegan Passalacqua is a successful, young, Californian winemaker who specializes in making... View Details

February 2018 (Revised March 2019)
Case

Sandlands Vineyards

By: Benjamin C. Esty and Gregory Saldutte

Approximately 80% of the wineries in the U.S. break even or lose money. An even greater percentage lose money on an economic basis (i.e., after a charge for the cost of equity). Tegan Passalacqua is a successful, young, Californian winemaker who specializes in making... View Details

January 2018
Technical Note

The Scope of Business at the Base of the Pyramid: Middle and Lower Income Countries

By: V. Kasturi Rangan and Tricia Gregg

Using World Bank data, the note defines the Base of the Pyramid population as the 4.76 billion people living on less than $10/day. It briefly reviews the perspectives of key business articles that address this market, notably C.K. Prahalad’s work on Bottom of the... View Details

Keywords: Developing Countries and Economies; Poverty; Social Issues; Human Needs; Segmentation

January 2018 (Revised January 2021)
Background Note

Customer Lifetime Social Value (CLSV)

By: Elie Ofek, Barak Libai and Eitan Muller

One of the hallmarks of the digital revolution is the rise of the socially connected consumer. Concomitantly, the ability of companies to affect and measure the social interactions among customers has grown tremendously. Consequently, in assessing the full value of... View Details

Keywords: Customer Lifetime Value; Customer Management; Social Contagion; Word Of Mouth; Customer Engagement; Customer Value and Value Chain; Measurement and Metrics; Customer Relationship Management

January 2018
Case

Flying into the Future: HondaJet

By: Gary P. Pisano and Jesse Shulman

This cases examine Honda’s diversification into the light jet market. In 1985, Honda initiated a secret program to develop a small jet. Over the years, the program had many ups and downs (it was almost canceled several times). Then, a breakthrough in the configuration... View Details

Keywords: Diversification; Technological Innovation; Growth and Development Strategy; Innovation and Management; Air Transportation Industry

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