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February 2021 (Revised July 2024)
Case

White Claw: Defending Market Share as Competition Encroaches

By the end of 2019, two brands accounted for 84% of hard seltzer sales, a segment that had recently taken the U.S. beer market by storm, growing from $3 million in 2015 to over $2.7 billion by the start of the summer of 2020. White Claw was the dominant market leader... View Details

Keywords: Brand Management; Alcoholic Beverages; Beer/brewing Industry; Brand Positioning; Growth; Competitive Positioning; Consumer Products; Beverage Industry; Value Proposition; Marketing; Brands and Branding; Competition; Product Positioning; Competitive Strategy; Consumer Behavior; Consumer Products Industry; Consumer Products Industry; United States

October 2017
Case

The Market for Justice: Burford Capital and the Litigation Finance Industry

By: Lauren Cohen, Christopher Malloy and William Powley

November 1978 (Revised June 1985)
Case

Hanson Industries (A)

By: William J. Bruns Jr. and Julie H. Hertenstein

Hanson Industries produces and sells an award-winning design ski boot. Describes the company history from founding through July 1978, the product, production processes, marketing strategy, and background information for related cases on budgeting and finance. View Details

Keywords: Product; Marketing Strategy; Production; Finance; Budgets and Budgeting; Consumer Products Industry

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September 2017
Teaching Note

Marketing Transformation at Mastercard

By: Sunil Gupta and Srinivas K. Reddy

Teaching Note for HBS No. 517-040. View Details

Keywords: Mastercard; Financial Services; Ingredient Brand; B2B2C; Experiential Marketing; Digital Marketing; ROI; Marketing; Customer Focus and Relationships; Business and Stakeholder Relations; Brands and Branding; Internet and the Web; Investment Return; Financial Services Industry

March 1968 (Revised July 2010)
Case

Basic Industries

By: Joseph L. Bower and John W. Rosenblum

Policy problems, mainly organizational issues, face a young middle manager in the context of capital budgeting in a highly technological conglomerate firm with high market uncertainty. View Details

Keywords: Business Conglomerates; Capital Budgeting; Policy; Managerial Roles; Risk and Uncertainty

August 2012
Teaching Note

Mekanism: Engineering Viral Marketing

By: Thales S. Teixeira

The Mekanism case introduces students to a digital media production company specialized in creating viral marketing campaigns for advertising agencies and their clients (e.g., Microsoft, AXE, eBay, Toyota, etc.). Mekanism has grown tremendously from 2007 to 2010 in... View Details

Keywords: Viral Marketing; Viral Ads; Virality; Mekanism; Advertising Agency; Social Media; Influencer; Storytelling; Advertising Content; Advertising; Advertising Industry; North and Central America

2009
Working Paper

Strategic Interactions in Two-Sided Market Oligopolies

By: Emmanuel Farhi and Andrei Hagiu

Strategic interactions between two-sided platforms depend not only on whether their decision variables are strategic complements or substitutes as for one-sided firms, but also -and crucially so- on whether or not the platforms subsidize one side of the market in... View Details

Keywords: Two-Sided Markets; Strategic Complements; Strategic Substitutes; Cost; Investment; Profit; One-Sided Platforms; Two-Sided Platforms; Duopoly and Oligopoly; Competitive Advantage

2020
Working Paper

Collusion in Brokered Markets

By: John William Hatfield, Scott Duke Kominers and Richard Lowery

The U.S. residential real estate agency market presents a puzzle for economic theory: commissions on real estate transactions have remained high for decades even though entry is frequent and costs are low. We model the real estate agency market, and other brokered... View Details

Keywords: Real Estate; ＂Repeated Games＂; Collusion; Antitrust; Brokered Markets; Game Theory; Real Estate Industry

October 2024
Background Note

The Semiconductor Industry

By: Andy Wu, Steve Blank and Matt Higgins

The semiconductor industry powers modern technology, from consumer electronics to data centers. This background note explores the layers of the semiconductor inudstry value chain, including Integrated Device Manufacturers (IDMs), fabless companies, and foundries, while... View Details

Keywords: Strategy; Supply Chain; Product Design; Customer Value and Value Chain; Manufacturing Industry; Manufacturing Industry; Manufacturing Industry; United States; China; Taiwan

September 2011
Case

Vibco Industrial Vibrators

By: Das Narayandas, Kerry Herman and Matthew Preble

Karl Wadensten, president of Vibco Vibrators, was deciding whether to grow his small company through a marketing push for one of two technologies that he believed could launch his company to the next level of sales, or if he should continue to grow his company through... View Details

Keywords: Budgets and Budgeting; Customer Relationship Management; Decision Choices and Conditions; Marketing; Product Launch; Customization and Personalization; Expansion; Manufacturing Industry

October 1976
Background Note

Industry Structural Change

By: Michael E. Porter

Presents a framework for understanding and predicting industry structural change. Examines 1) the important underlying forces causing structural change, 2) the key relationships among industry elements in the process of change, and 3) some implications of change for... View Details

Keywords: Framework; Industry Structures; Organizational Change and Adaptation; Organizational Structure; Strategy; Corporate Strategy

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April 2012 (Revised April 2013)
Case

Mekanism: Engineering Viral Marketing

By: Thales S. Teixeira and Alison Caverly

Mekanism introduces students to a digital media production company specializing in creating viral marketing campaigns for advertising agencies and clients (e.g., Microsoft, AXE, eBay, Toyota, etc.) Mekanism has grown tremendously from 2007 to 2010 in part due to the... View Details

Keywords: Viral Marketing; Viral Advertising; Core Competencies; Growth Strategy; Online Media; Videos; Advertising Media; Internet and the Web; Expansion; Media; Marketing; Advertising; Advertising Industry; North and Central America

March 2002 (Revised September 2005)
Case

Robert Mondavi and the Wine Industry

Examines the competitive challenges facing Robert Mondavi as the wine industry begins to consolidate globally. Mondavi faces challenges from foreign competitors entering the U.S. market as well as diversified global alcoholic beverage companies entering the wine... View Details

Keywords: Plant-Based Agribusiness; Competitive Strategy; Globalized Markets and Industries; Agriculture and Agribusiness Industry; Agriculture and Agribusiness Industry; United States

Article

Pricing and Production Flexibility: An Empirical Analysis of the U.S. Automotive Industry

By: Antonio Moreno and Christian Terwiesch

We use a detailed data set from the U.S. auto industry spanning from 2002 to 2009 and a variety of econometric methods to characterize the relationship between the availability of production mix flexibility and firms’ use of responsive pricing. We find that production... View Details

Keywords: Empirical Operations Management; Flexibility; Pricing; Automotive Industry; Production; Price; Management; Analysis; Auto Industry; United States

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2003
Working Paper

Market Discipline in the Thrift Industry and the Cost of Deposit Insurance

By: Benjamin C. Esty and C. Y. Baldwin

August 2018 (Revised February 2023)
Case

Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

By: Jill Avery and Ayelet Israeli

As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating... View Details

September 2020 (Revised July 2022)
Technical Note

Algorithmic Bias in Marketing

By: Ayelet Israeli and Eva Ascarza

This note focuses on algorithmic bias in marketing. First, it presents a variety of marketing examples in which algorithmic bias may occur. The examples are organized around the 4 P’s of marketing – promotion, price, place and product—characterizing the marketing... View Details

August 1991 (Revised September 1994)
Background Note

What Is Industrial Marketing?

By: V. Kasturi Rangan

Discusses the key distinguishing aspects of industrial as compared to consumer marketing. These differences are highlighted for organizational as well as marketing mix aspects. View Details

Keywords: Customer Relationship Management; Innovation Strategy; Growth and Development Strategy; Marketing Channels; Marketing Strategy; Marketplace Matching; Organizational Change and Adaptation; Core Relationships; Industrial Products Industry; Industrial Products Industry

November 2002 (Revised March 2010)
Case

The Newsprint Industry

By: Ramon Casadesus-Masanell, Nabil I. Al-Najjar and James Pyke

Describes the 1990s consolidation on the newsprint industry. Questions whether consolidation will ever deliver on its promise. Whereas some industry observers maintain that the effects of consolidation are already visible, others argue that further consolidation is... View Details

Keywords: Five Forces Framework; Duopoly and Oligopoly; Monopoly; Mathematical Methods; Competition; Consolidation; Pulp and Paper Industry

February 1986 (Revised November 1992)
Case

Novo Industri A/S--1981

By: W. Carl Kester and Glynn Ferguson

This small but rapidly growing Danish biochemical company must choose among several financing opportunities that include a convertible Eurobond, a rights offering in Denmark and an issue of new common shares in the United States. The case involves a broad range of... View Details

Keywords: Capital Markets; Cost of Capital; Bonds; Stock Shares; Financing and Loans; Globalization; Biotechnology Industry; Biotechnology Industry; Denmark; United States

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