Creating Markets - Publications - Faculty & Research

March 2018 (Revised December 2019)
Case

Edward Lewis: Essence Magazine

By: Steven Rogers and Jacqueline Adams

Essence, the first magazine aimed at African-American women, was created by four, young, Black entrepreneurs in the aftermath of massive racial and political upheaval in the United States in 1968. The venture was a financial, branding and cultural success. By 2005, the... View Details

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November 2009 (Revised March 2013)
Case

PureCircle

By: David E. Bell and Aldo Sesia

In December 2008, the U.S. Food and Drug Administration (FDA) determined that high-purity Rebaudioside A (Reb A), a natural and calorie-free product that a young company named PureCircle manufactured from the Stevia plant, could be used in beverages, foods, and as a... View Details

Keywords: Customer Relationship Management; Investment; Globalization; Leadership; Risk Management; Product Launch; Production; Performance Productivity; Business and Shareholder Relations; Food and Beverage Industry; United States

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January 2018 (Revised November 2018)
Case

Index

By: Jose Alvarez and Julia Kelley

In December 2017, Marc Freed-Finnegan and Jonathan Wall, the co-founders of retail technology company Index, had to discuss the company’s direction as they entered 2018. Five years earlier, Freed-Finnegan and Wall had founded Index after observing the technological... View Details

Keywords: Product Launch; Product Positioning; Sales; Strategy; Marketing Strategy; Retail Industry; Technology Industry

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June 2020
Article

Parallel Play: Startups, Nascent Markets, and the Effective Design of a Business Model

By: Rory McDonald and Kathleen Eisenhardt

Prior research advances several explanations for entrepreneurial success in nascent markets but leaves a key imperative unexplored: the business model. By studying five ventures in the same nascent market, we develop a novel theoretical framework for understanding how... View Details

Keywords: Search; Legitimacy; Organizational Innovation; Organizational Learning; Mechanisms And Processes; Institutional Entrepreneurship; Qualitative Methods; Business Model Design; Business Model; Business Startups; Entrepreneurship; Emerging Markets; Adaptation; Competition; Strategy

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September 2015 (Revised February 2023)
Case

Emdeon's Acquisition of Change Healthcare: Innovating Transparency Solutions for Health Care Consumers

By: Regina E. Herzlinger, Jeet Guram and Aanchal Raj

Case describes acquisition of Change Healthcare, which provides health care cost and quality information, by Emdeon, a health information exchange, and discusses health care transparency. Emdeon is a billion-dollar company that has grown through acquisitions; at its... View Details

Keywords: Healthcare; Healthcare Industry; Healthcare Innovation; Health Care and Treatment; Acquisition; Integration; Analytics and Data Science; Mergers and Acquisitions; Competitive Strategy; Health Industry; United States

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July 2011 (Revised September 2011)
Case

Game Time Decision for AppDirect

By: Andrei Hagiu, Laura Arjona and Emily Zhang

AppDirect is a start-up that offers small businesses software-as-a-service solutions through a business app marketplace and portal. Daniel Saks, co-founder and co-CEO, is faced with the key question of deciding distribution strategy: should AppDirect find channel... View Details

Keywords: Digital Platforms; Distribution; Applications and Software; Innovation Strategy; Entrepreneurship; Business Growth and Maturation; Competitive Strategy; Information Technology Industry; United States

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09 Mar 2009
News

2009, Not 1992

March 2007 (Revised October 2008)
Case

The Vancouver 2010 Olympics

By: Anita Elberse, Catherine Anthony and Joshua Callahan

It is February 2007, exactly three years before Vancouver hosts the 2010 Winter Olympics. Judy Rogers, City Manager for the City of Vancouver and a member of the Board of Directors for Vancouver's Organizing Committee (VANOC), is keen to ensure the Games will have a... View Details

Keywords: Globalized Markets and Industries; Social Marketing; Business and Government Relations; Business and Stakeholder Relations; Conflict and Resolution; Sports; Public Administration Industry; Sports Industry; Vancouver

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18 Feb 2017
News

We are in a deglobalization period: Business historian Geoffrey G. Jones

Rethinking the Profession Formerly Known as Advertising: How Data Science Is Disrupting the Work of Agencies

Speaker's Box, Journal of Advertising Research

“Speaker’s Box” invites academics and practitioners to identify potential areas of research affecting marketing and advertising. Its intention is to bridge the gap between the length... View Details

29 Oct 2000
Research & Ideas

Building a Powerful Prestige Brand

Lauder, founded Estée Lauder Cosmetics. By the time she retired from public life in the mid-1990s, this company had become one of the largest cosmetics manufacturers in the world and was recognized as one of the leading players in the global View Details

Keywords: by Nancy F. Koehn; Beauty & Cosmetics; Consumer Products; Retail

19 Apr 2004
Research & Ideas

Ground-Floor Opportunities for Retail in India

have made goods more attainable and enticing to a larger portion of the population. At the same time, trade liberalization and more sophisticated manufacturing techniques create goods that are less expensive and higher quality. A panel... View Details

Keywords: by Julia Hanna; Consumer Products; Retail

10 Oct 2011
Research & Ideas

Retailing Revolution: Category Killers on the Brink

increased at an impressive pace in the early 2000s even though Internet sales in the United States grew dramatically. Retail sales advanced from $2.87 trillion to almost $4 trillion between 1999 and 2007. However, the current recession View Details

Keywords: by Rajiv Lal & Jose B. Alvarez; Retail

Web

Academic Programs | About

perspective and lead at a higher level. Online Online certificate courses, led by award-winning faculty, to help you master essential business concepts. MBA Joint Degrees In collaboration with Harvard University graduate schools, Harvard Business School has View Details

06 Nov 2018
First Look

New Research and Ideas, November 6, 2018

Monetary Policy and Emerging Market Credit Cycles By: Bräuning, Falk, and Victoria Ivashina Abstract—Foreign banks’ lending to firms in emerging market economies (EMEs) is large and denominated predominantly... View Details

Keywords: Dina Gerdeman

November 2009 (Revised October 2010)
Case

AME Learning Inc.

By: Thomas R. Eisenmann and Ann Leamon

Justin Joffe is about to graduate from HBS in Spring 2009. He must decide whether to join his father's company, Toronto-based AME Learning, as president working alongside his father who will be CEO. AME has been in business for 12 years, mostly as a small consulting... View Details

Keywords: Business Model; Family Business; Age; Private Equity; Financing and Loans; Growth and Development Strategy; Family and Family Relationships

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March 1998 (Revised July 1998)
Case

Boston Duck Tours,1996: Has Boston Gone Quackers?

By: Myra M. Hart and Stephanie Dodson

While on vacation in Memphis, former investment manager Andy Wilson discovers a unique "tour bus" that travels over land and through water. He decides to transplant the concept to Boston and to add both historical and theatrical features to the amphibious tour. As he... View Details

Keywords: Opportunities; Creativity; Entrepreneurship; Financing and Loans; Problems and Challenges; Business Startups; Tourism Industry; Tennessee; Boston

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Howard H. Stevenson is Sarofim-Rock Baker Foundation Professor emeritus, former Senior Associate Dean, Director of Publishing, and Chair of the Harvard Business Publishing Company board. The Sarofim-Rock Chair was established in 1982 to provide a continuing base for... View Details

Keywords: broadcasting; communications; computer; construction; financial services; forest products; health care; high technology; industrial goods; insurance industry; investment banking industry; manufacturing; paper; professional services; real estate; service industry; software; venture capital industry

August 1985 (Revised March 1986)
Case

InteCom

Looks at the evolution of industry structure, the use of strategy to create competitive advantages, and the sustainability of competitive advantage. View Details

Keywords: Competitive Advantage; Industry Structures

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October 2016
Case

Supercell

By: William R. Kerr, Benjamin F. Jones and Alexis Brownell

Supercell is a young Finnish smartphone game company with an unusual team structure and company philosophy. It is already one of Finland’s most valuable companies, and despite being only six years old, it has put up some impressive numbers: as of 2016, it has released... View Details

Keywords: Supercell; Finland; Video Games; Firm Structure; Startups; Games, Gaming, and Gambling; Groups and Teams; Video Game Industry; Finland

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