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  • May 2009 (Revised October 2009)
  • Case

Verne Global: Building a Green Data Center in Iceland

Verne Global, a pioneering startup created to build the first large-scale data center in Iceland, faces critical challenges regarding its green strategy. Verne Co-Founder Isaac Kato is tasked with evaluating how the company can most successfully market and sell the... View Details
Keywords: Buildings and Facilities; Business Startups; Marketing Strategy; Product Marketing; Sales; Environmental Sustainability; Pollutants; Green Technology Industry; Service Industry; Iceland
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  • November 1996 (Revised December 1996)
  • Case

SAP America

By: David A. Garvin and Artemis March
SAP America has grown at an explosive rate. This case describes the company's strategy, organization, and culture, with special attention to its approach to partnering and its sales and consulting process, which have been instrumental in allowing growth to proceed. Now... View Details
Keywords: Business Growth and Maturation; Change Management; Entrepreneurship; Growth Management; Demand and Consumers; Organizational Culture; Alliances; Competitive Strategy; Corporate Strategy; United States
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  • 10 Aug 2020
  • Blog Post

HBS Summer Fellows Focus on Racial Equity and Justice

is new and there's no way I could execute without my first year at HBS. From go-to-market planning in Marketing to understanding how VCs and term sheets work in The View Details
  • September 2002 (Revised June 2003)
  • Case

Formula One Motor Racing

By: Tarun Khanna, Kartik Varma and David Lane
Documents the entrepreneurial efforts of a single individual to bring together car and engine manufacturers, local circuit owners and promoters, advertisers, drivers, and fans in the creation of one of the biggest markets for world sports. View Details
Keywords: Market Entry and Exit; Entrepreneurship; Sports; Globalized Markets and Industries; Sports Industry
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    James L. Heskett

    James L. Heskett is UPS Foundation Professor Emeritus at the Harvard Business School and author of his latest book, With From Within: Build Organizational Culture for Competitive... View Details

      William A. Sahlman

      William Sahlman is a Baker Foundation Professor of Business Administration at Harvard Business School.

      Mr. Sahlman received an A.B. degree in Economics from Princeton University (1972), an M.B.A. from Harvard University (1975), and a Ph.D. in Business... View Details

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      • February 1992 (Revised December 1992)
      • Case

      MCI Vision (A)

      By: Frank V. Cespedes
      This case series focuses on divisional marketing and sales efforts concerning Vision, a new telecommunication product intended for the small business marketplace. Vision represents both a significant opportunity, and different field marketing requirements, for MCI.... View Details
      Keywords: Change Management; Marketing Strategy; Product Launch; Product Development; Groups and Teams; Sales; Opportunities; Competitive Strategy
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      • 01 Dec 2017
      • News

      Alumni and Faculty Books for December 2017

      struggles of entrepreneurial pioneers rarely proved profitable, for they were forced to compete with conventional businesses that ignored negative environmental externalities and were often subsidized by... View Details
      • 06 Mar 2018
      • First Look

      First Look at Research and Ideas, March 6, 2018

      Harvard Business School Case 518-002 NatureSweet This case describes the business model and workplace philosophy of NatureSweet, a privately owned, vertically integrated greenhouse grower and View Details
      Keywords: Sean Silverthorne
      • 02 Jan 2014
      • News

      The Power to Change

      technology that will take a long time to develop, the financing challenges that come with that, and a firmly established market status quo. The risks, he says, are worth it. "When people feel like they are... View Details
      Keywords: Ralph Ranalli; Business and Environment Initiative; Scientific Research and Development Services
      • 15 Nov 2001
      • Research & Ideas

      Five Questions for Paul Gompers and Josh Lerner

      exuberant—or perhaps we should say foolish!—investors from that period have dropped out of the market entirely. Being realistic about the market and the terms on which capital... View Details
      Keywords: by Carol Elsen; Financial Services

        Ramana Nanda

        Ramana Nanda is Professor of Entrepreneurial Finance and Academic Lead of the Institute for Deep Tech Entrepreneurship at Imperial College London.  His research examines financing frictions facing new ventures, with an aim to help entrepreneurs with fundraising and... View Details

        Keywords: banking; biotechnology; energy; financial services; green technology; microfinance; nonprofit industry; venture capital industry
        • October 2016 (Revised January 2017)
        • Background Note

        The U.S. Health Club Industry, 2005–2016

        By: John R. Wells and Gabriel Ellsworth
        In 2015, the U.S. health-club industry generated revenues of $25.8 billion, up from $14.8 billion in 2004. Members of health clubs accounted for 17% of the population, up from 14%. The number of clubs had grown from 26,830 in 2004 to 36,180. In the process, the list of... View Details
        Keywords: Health Clubs; Fitness; Gyms; Chain; Weight Loss; Obesity; Exercise; Personal Training; Retention; Bally Total Fitness; 24 Hour Fitness; YMCA; Gold's Gym; Curves; Franchise; Franchising; Subscription; Promotional Sales; Promotions; Fixed Costs; Body; Business Ventures; Strategy; Health; Investment; Entertainment and Recreation Industry; Entertainment and Recreation Industry; United States
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        • 25 Aug 2022
        • News

        Action Plan: Fired Up

        “We’re not a brand; we’re a community,” says Traeger Grills President and CEO Jeremy Andrus (MBA 2002). At his Salt Lake City–based barbecue equipment company, and throughout his career, Andrus has made... View Details
        Keywords: Deborah Blagg; company culture; barbecue; entertaining; food; marketing; brand
        • February 2008 (Revised April 2008)
        • Case

        Avaya (A)

        Avaya's top management wants to improve demand generation. This requires an improvement in the relationship between Sales and Marketing. This case series (Avaya (A)-(D)) walks the student through each phase of this process. The (A) case begins with background on the... View Details
        Keywords: Marketing; Demand and Consumers; Performance Improvement; Relationships; Sales; Cooperation
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        • May 2013
        • Case

        Launching Krispy Natural: Cracking the Product Management Code

        By: Frank V. Cespedes and Heather Beckham
        Pemberton Products is a U.S. market leader in the cookie and bakery snacks segment of the sweet snack market. Looking to expand into the salty snack market, the company acquires Krispy Inc., a maker of salty snack crackers located in the southeastern U.S. To compete... View Details
        Keywords: Analytics and Data Science; Competition; Organizational Culture; Management Teams; Brands and Branding; Expansion; Marketing Strategy; Product Launch; Acquisition; Food and Beverage Industry; Ohio; United States
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        • 14 Mar 2011
        • Research & Ideas

        Water, Electricity, and Transportation: Preparing for the Population Boom

        By 2050, the Earth's population will likely exceed 9 billion people, up 30 percent from 6.9 billion today, according to projections from both the US Census Bureau and the United Nations. What's more, the population in the world's cities is expected to increase by 3... View Details
        Keywords: by Carmen Nobel
        • December 2017 (Revised January 2018)
        • Case

        Alltech

        By: David E. Bell and Natalie Kindred
        Alltech was a Lexington, Kentucky–based producer of supplements for animal feed, with revenues of over $2 billion (projected to reach $3 billion in 2018), sales in 120 countries, 5,000 employees, and 100 manufacturing plants worldwide. For nearly four decades, Alltech... View Details
        Keywords: Alltech; United States; Agribusiness; Agriculture; Animal; Animal Agriculture; Animal Feed; Livestock; Family Business; Vertical Integration; Strategy; Growth; Feed Additives; Feed Supplements; Kentucky; Growth Strategy; Family Businesses; Animal-Based Agribusiness; Acquisition; Business Growth and Maturation; Business Model; Change Management; Trends; Governance; Entrepreneurship; Growth and Development; Intellectual Property; Leadership; Management; Markets; Organizational Culture; Private Ownership; Science; Quality; Risk and Uncertainty; Research; Sales; Agriculture and Agribusiness Industry; Agriculture and Agribusiness Industry; United States; Kentucky; Brazil; China
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        • September 1986
        • Case

        BOC Group: Ohmeda (A)

        The president of Ohmeda, a wholly owned company of the BOC Group, plans to grow the company's medical equipment sales from $95 million in 1985 to $158 million in five years by focusing on the sale of "high-tech" equipment. At the same time, the president expects to... View Details
        Keywords: Marketing Communications; Salesforce Management; Marketing Channels; Medical Devices and Supplies Industry
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        • 27 Nov 2000
        • Research & Ideas

        The Dynamics of Standing Still: Firestone Tire & Rubber and the Radial Revolution

        U.S. market in the late 1960s, Firestone, along with most of the major American tire manufacturers, suffered costly setbacks and lost significant market share. By 1988,... View Details
        Keywords: by Donald N. Sull; Manufacturing; Transportation