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July–August 2015
Article

Engineering Reverse Innovations: Principles for Creating Successful Products for Emerging Markets

By: Amos Winter and Vijay Govindarajan

Multinationals are starting to catch on to the logic of reverse innovation, in which products are designed first for consumers in low-income countries and then adapted into disruptive offerings for developed economies. But only a handful of companies have managed to do... View Details

Keywords: Innovation Strategy; Emerging Markets

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14 Nov 2016
Op-Ed

5 Lessons I Hope Marketers Don’t Learn from Donald Trump

be contempt for the whole category. Scorn the non-buyer. Trump alienated the marginal customer. He forgets that today’s brand rejecter may be tomorrow’s opportunity, but not if the marketing campaign has cruelly cut the View Details

Keywords: by John A. Deighton

November 2016 (Revised April 2018)
Case

reMarkable: e-Writing the Future

By: Elie Ofek and Curtis Hsu

Magnus Wanberg is the creator of reMarkable, a breakthrough e-writer device set apart from similar products on the market by having solved the frustrating “slow ink” problem typically experienced on pen-based electronic devices, thus providing a “pen and paper” like... View Details

Keywords: Entrepreneurial Marketing; Innovation Management; Go To Market Strategy; Marketing Plan; Target Market; Digital Devices; Consumer Electronics; Forecasting; Information Technology; Marketing Strategy; Innovation and Management; Marketing Channels; Entrepreneurship; Forecasting and Prediction; Product Marketing; Product Development; Electronics Industry

26 Jul 2006
Research & Ideas

The Strategic Way to Go to Market

where the product is predominantly "digital," the Internet can replace traditional channels at a fraction of the cost. One has to be nuanced about the possibilities provided by the Internet. The selection of the market View Details

Keywords: by Sean Silverthorne

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

September 2009
Teaching Note

HubSpot: Inbound Marketing and Web 2.0 (TN)

By: Thomas J. Steenburgh and Jill Avery

Teaching Note for 509-049. View Details

Keywords: Customer Satisfaction; Technology Adoption; Internet and the Web; Blogs; Media; Markets; Segmentation; Price; Decision Choices and Conditions; Marketing Strategy; Information Technology Industry

2023
Working Paper

The Market for Sharing Interest Rate Risk: Quantities and Asset Prices

By: Umang Khetan, Jane Li, Ioana Neamtu and Ishita Sen

We study the extent of interest rate risk sharing across the financial system using granular positions and transactions data in interest rate swaps. We show that pension and insurance (PF&I) sector emerges as a natural counterparty to banks and corporations: overall,... View Details

Keywords: Interest Rates; Investment Funds; Banks and Banking; Insurance; Investment Banking; Risk and Uncertainty

January 2020
Case

Hurtigruten: Sailing into Warm Water?

By: Jan W. Rivkin and Kerry Herman

As this case opens in 2019, CEO Daniel Skjeldam and his team have successfully reinvigorated Hurtigruten, a storied but struggling Norwegian ferry and cruise operator, and have established it as the leading provider of polar expedition cruises. They now face a critical... View Details

Keywords: Relative Cost Analysis; Market Attractiveness; Diversification; Decision Making; Expansion; Tourism Industry; Norway

09 Mar 2003
Research & Ideas

Six Keys to Building New Markets by Unleashing Disruptive Innovation

and disruptive opportunities; the "schools of experience" theory informs hiring decisions. 4. Don't try to change your customers—help them. Faulty market segmentation schemes help to explain the... View Details

Keywords: by Clayton M. Christensen, Michael E. Raynor & Scott D. Anthony

April 2015
Case

Carolinas HealthCare System: Consumer Analytics

By: John A. Quelch and Margaret L. Rodriguez

In 2014, Dr. Michael Dulin, chief clinical officer for analytics and outcomes research and head of the Dickson Advanced Analytics (DA2) group at Carolinas HealthCare System (CHS), successfully unified all analytics talent and resources into one group over a three year... View Details

Keywords: Consumer Segmentation; Big Data; Management Information Systems; Hospital Management; Health Care and Treatment; Marketing; Segmentation; Analytics and Data Science; Information Management; Information Technology; Health; Health Industry; United States

February 2014 (Revised June 2014)
Case

Royal Caribbean Cruises Ltd.: Safety, Environment and Health

By: John A. Quelch and Margaret L. Rodriguez

In January 2014, Gary Bald, senior vice president of Safety, Environment and Health at Royal Caribbean Cruise Lines (RCL), prepared for a review meeting with the company's chief executive, Adam Goldstein, and chairman, Richard Fain. Prior to joining RCL in 2006, Bald... View Details

December 2012 (Revised November 2014)
Case

Lit Motors

By: Thomas R. Eisenmann and Alex Godden

In mid-2012 Lit Motors had created both engineering and design prototypes and conducted initial customer tests on less than $750,000 of investment. Lit Motors' founder, Daniel Kim, had started the company to design and manufacture an efficient electric 2-wheeled... View Details

Keywords: Lean Startup; Prototyping; Electric Vehicle; Urban Vehicle; Customer Tests; Gyroscope; Entrepreneurs; Development Stage Enterprises; Creativity; Disruptive Technologies; Consumer Surveys; Market Segmentation; Manufacturing Costs; Entrepreneurship; Auto Industry; United States; California

June 2014
Teaching Note

Lit Motors

By: Thomas Eisenmann

In mid-2012 Lit Motors had created both engineering and design prototypes and conducted initial customer tests on less than $750,000 of investment. Lit Motors' founder, Daniel Kim, had started the company to design and manufacture an efficient electric 2-wheeled... View Details

Keywords: Lean Startup; Prototyping; Electric Vehicle; Urban Vehicle; Customer Test; Gyroscope; Entrepreneurs; Development Stage Enterprises; Creativity; Disruptive Technologies; Consumer Surveys; Market Segmentation; Manufacturing Costs; Entrepreneurship; Auto Industry; United States; California

2017
Working Paper

The 4 Minds of the Customer: A Framework for Understanding and Applying the Science of Decision Making

By: Ryan Hamilton and Uma R. Karmarkar

Scientists have spent decades creating powerful and detailed descriptions of how people make decisions. Unfortunately, many of these theories make contradictory predictions and are difficult to understand and implement. We introduce the 4 Minds framework as a practical... View Details

Keywords: Consumer Choice; Market Research; Decision Making Process; Decision; Marketing Research; Consumer Behavior; Decision Choices and Conditions; Marketing; Decision Making; Segmentation; Research

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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

October 2022
Article

A Structural Model of Organizational Buying for Business-to-Business Markets: Innovation Adoption with Share-of-Wallet Contracts

By: Navid Mojir and K. Sudhir

The paper develops the ﬁrst structural model of organizational buying to study innovation diﬀusion in a B2B market. Our model is particularly applicable for routinized exchange relationships, whereby centralized buyers periodically evaluate and choose contracts,... View Details

Keywords: Organizational Buying Behavior; Healthcare Marketing; B2B Markets; B2B Innovation; New Product Diffusion; New Product Adoption; Organizations; Acquisition; Behavior; Health Care and Treatment; Marketing; Innovation and Invention

16 Jan 2006
Research & Ideas

What Customers Want from Your Products

Marketers have lost the forest for the trees, focusing too much on creating products for narrow demographic segments rather than satisfying needs. Customers want to "hire" a product to do a job,... View Details

Keywords: by Clayton M. Christensen, Scott Cook & Taddy Hall; Consumer Products

June 2020
Teaching Note

Armarium: Luxury Fashion Brands for Rent

By: Jill Avery and David Fubini

Armarium, a two-sided digital platform that offered consumers the opportunity to rent the most coveted, current season high fashion clothing and accessories from the top global luxury brands, had emerged from its first sales season with two distinct customer segments:... View Details

Keywords: Luxury Brand; Fashion; Sharing Economy; Two-sided Marketplace; Target Market; Customer Selection; Marketing; Brands and Branding; Luxury; Two-Sided Platforms; Business Model; Growth and Development Strategy; Customer Value and Value Chain; Fashion Industry; Consumer Products Industry; United States; North America

April 2001
Supplement

Acer America: Development of the Aspire

By: Christopher A. Bartlett

Consists of five segments. Segment 1 shows Culver and Pai discussing the tensions between Taiwan and the United States and the resulting performance problems with Aspire; Segment 2 features Culver and Shih describing the changes Acer made as a result of the problems... View Details

Keywords: Digital Marketing; Transformation; Forecasting and Prediction; Marketing Strategy; Outcome or Result; Problems and Challenges; Information Infrastructure; Internet and the Web; Computer Industry; Taiwan; United States

August 2022
Background Note

Retail Media Networks

By: Eva Ascarza, Ayelet Israeli and Celine Chammas

In 2022, retail media was one of the fastest growing segments in digital advertising. A retail media network (RMN) allows a retailer to use its assets for advertising. Retailers set up an advertising business by allowing marketers to buy advertising space across their... View Details

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