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  • All HBS Web  (1,246)
    • News  (203)
    • Research  (860)
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    • Multimedia  (2)
  • Faculty Publications  (384)
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  • January 2019 (Revised October 2019)
  • Case

Rural Taobao: Alibaba's Expansion into Rural E-Commerce

By: Tarun Khanna, Ryan Allen, Adam Frost and Wesley Koo
Alibaba's Rural Taobao initiative had been launched in 2014 as a public service initiative to increase e-commerce adoption in China’s remote rural areas. In the first two iterations of the initiative, dubbed “1.0” and “2.0,” Alibaba had partnered with local businesses... View Details
Keywords: Strategy; Business Growth; Ecommerce; Corporate Social Responsibility; Business And Government; Emerging Market; Digital Platforms; Internet and the Web; Emerging Markets; Rural Scope; Growth and Development Strategy; Competitive Strategy; Corporate Social Responsibility and Impact; Business and Government Relations; Decision Making; E-commerce; China
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Khanna, Tarun, Ryan Allen, Adam Frost, and Wesley Koo. "Rural Taobao: Alibaba's Expansion into Rural E-Commerce." Harvard Business School Case 719-433, January 2019. (Revised October 2019.)
  • October 2021 (Revised June 2022)
  • Case

PittaRosso: Artificial Intelligence-Driven Pricing and Promotion

By: Ayelet Israeli
PittaRosso, a traditional Italian shoe retailer, is implementing an AI system to provide pricing and promotion recommendations. The system allows them to implement changes that would affect both the top of funnel and bottom of funnel activities for the company: once... View Details
Keywords: Artificial Intelligence; Pricing; Pricing Algorithm; Pricing Decisions; Pricing Strategy; Pricing Structure; Promotion; Promotions; Online Marketing; Data-driven Decision-making; Data-driven Management; Retail; Retail Analytics; AI; Price; Advertising Campaigns; Analytics and Data Science; Analysis; Digital Marketing; Budgets and Budgeting; Marketing Strategy; Marketing; Transformation; Decision Making; AI and Machine Learning; Retail Industry; Italy
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Israeli, Ayelet. "PittaRosso: Artificial Intelligence-Driven Pricing and Promotion." Harvard Business School Case 522-046, October 2021. (Revised June 2022.)
  • March 2014 (Revised December 2014)
  • Case

Vision 2020: Takeda and the Vaccine Business

By: John A. Quelch and Margaret L. Rodriguez
In 2014, Yasuchika Hasegawa was orchestrating the transformation of Takeda from a Japanese pharmaceutical company with a global footprint into a global company with a Japanese heritage. A 33-year veteran of Takeda, Hasegawa-san was appointed president of Takeda in 2003... View Details
Keywords: Health Care; Global; NGO; Public Health; Japan; GSK; Vaccine; Supply Chain; Market Entry; Health; Health Care and Treatment; Trade; Market Entry and Exit; Global Strategy; Health Industry; Pharmaceutical Industry
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Quelch, John A., and Margaret L. Rodriguez. "Vision 2020: Takeda and the Vaccine Business." Harvard Business School Case 514-084, March 2014. (Revised December 2014.)
  • October 2021 (Revised March 2022)
  • Supplement

PittaRosso: Artificial Intelligence-Driven Pricing and Promotion

By: Ayelet Israeli and Fabrizio Fantini
PittaRosso, a traditional Italian shoe retailer, is implementing an AI system to provide pricing and promotion recommendations. The system allows them to implement changes that would affect both the top of funnel and bottom of funnel activities for the company: once... View Details
Keywords: Artificial Intelligence; Pricing; Pricing Algorithm; Pricing Decisions; Pricing Strategy; Pricing Structure; Promotion; Promotions; Online Marketing; Data-driven Decision-making; Data-driven Management; Retail; Retail Analytics; Price; Advertising Campaigns; Analytics and Data Science; Analysis; Digital Marketing; Budgets and Budgeting; Marketing Strategy; Marketing; Transformation; Decision Making; Retail Industry; Italy
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Israeli, Ayelet, and Fabrizio Fantini. "PittaRosso: Artificial Intelligence-Driven Pricing and Promotion." Harvard Business School Spreadsheet Supplement 522-710, October 2021. (Revised March 2022.)
  • April 2013 (Revised November 2013)
  • Case

Microsoft in Korea

By: Jordan I. Siegel and Lynn Pyun
Microsoft Korea sees a potential opportunity to dramatically improve its subsidiary's performance by actively recruiting and promoting female senior managers in South Korea. The question is to what extent multinationals can gain competitive advantage by actively... View Details
Keywords: Global; International Business; Multinational Management; Human Resource Management; Labor Market; Global Human Resource Management; Microsoft; South Korea; Asia; East Asia; Human Resources; Strategy; Global Strategy; Computer Industry; South Korea; East Asia
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Siegel, Jordan I., and Lynn Pyun. "Microsoft in Korea." Harvard Business School Case 713-522, April 2013. (Revised November 2013.)
  • March 2015 (Revised December 2016)
  • Case

American Well: The DTC Decision

By: Elie Ofek and Natalie Kindred
In late 2013, telehealth company American Well, which developed a digital platform that allowed patients to conduct online medical consultations with physicians, is considering pursuing a direct-to-consumer (DTC) strategy. Founded in 2006, American Well had, to date,... View Details
Keywords: Health Care; Telehealth; Telemedicine; American Well; Schoenberg; Boston; Israel; Technology; Online Care; Direct-to-consumer; DTC; Health Insurance; Affordable Care Act; Health Care Reform; Accountable Care Organizations; Technology Change; Innovation & Entrepreneurship; Digital Marketing; Strategy; Competition; Information Technology; Marketing; Technological Innovation; Technology Adoption; Entrepreneurship; Marketing Strategy; Health Industry; Technology Industry; Boston; Massachusetts; United States; Israel
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Ofek, Elie, and Natalie Kindred. "American Well: The DTC Decision." Harvard Business School Case 515-032, March 2015. (Revised December 2016.)
  • 2007
  • Book

Management Control Systems

By: Robert N. Anthony and Vijay Govindarajan
Management Control Systems, now in its 13th edition, builds on strengths from prior editions by offering a rich diversity of cases balanced with current material. The primary market for Management Control Systems is an MBA level elective in control systems. The... View Details
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Anthony, Robert N., and Vijay Govindarajan. Management Control Systems. 12th ed. Boston: McGraw-Hill/Irwin, 2007.
  • October 1989 (Revised November 2006)
  • Background Note

Deployment, Focus, and Measuring Effectiveness

By: Frank V. Cespedes
Written for a module in the Marketing Implementation course (second-year MBA elective). Offers a framework for considering relevant factors that affect sales force deployment and criteria for measuring sales effectiveness and the conduct of field marketing efforts. View Details
Keywords: Performance Effectiveness; Sales; Marketing
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Cespedes, Frank V. "Deployment, Focus, and Measuring Effectiveness." Harvard Business School Background Note 590-044, October 1989. (Revised November 2006.)
  • March 1994 (Revised March 1995)
  • Case

Astra/Merck Group

By: Frank V. Cespedes and Marie Bell
Astra/Merck (A/M), originally a joint venture of AB Astra and Merck & Co., is preparing to be an independent company in 1993. Since the company does not engage in basic research and development of drugs, it is essentially a distribution organization. Fundamental to... View Details
Keywords: Cost vs Benefits; Marketing Strategy; Distribution; Performance Evaluation; Research and Development; Risk and Uncertainty; Sales; Competitive Strategy; Pharmaceutical Industry
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Cespedes, Frank V., and Marie Bell. "Astra/Merck Group." Harvard Business School Case 594-045, March 1994. (Revised March 1995.)
  • October 1997 (Revised October 1997)
  • Case

Egon Zehnder International (B)

By: Michael Y. Yoshino, Carin-Isabel Knoop and Cate Reavis
In 1994, Egon Zehnder faced stagnation in the U.S. market and needed to discuss plans for intiating growth. Due to market demand the firm was not forced to implement options contemplated in 1994 to initiate growth. View Details
Keywords: Economic Slowdown and Stagnation; Growth and Development; Growth Management; Organizational Structure; Strategic Planning; Business Strategy; Consulting Industry; United States
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Yoshino, Michael Y., Carin-Isabel Knoop, and Cate Reavis. "Egon Zehnder International (B)." Harvard Business School Case 398-059, October 1997. (Revised October 1997.)
  • March 1997 (Revised July 1999)
  • Case

S1 Corporation

S1 is a fast growing subsidiary of the Samsung Group in South Korea that sells business security products. S1 has implemented a number of marketing initiatives that the company president would like to have evaluated. View Details
Keywords: Marketing Strategy; Price; Salesforce Management; Consumer Products Industry; Service Industry; South Korea
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Chun, Samuel S. "S1 Corporation." Harvard Business School Case 597-044, March 1997. (Revised July 1999.)
  • April 1981 (Revised January 1987)
  • Case

Atlantic Aviation Corp.: Westwind Division

Raises issues on monitoring and controlling flight demonstration costs for the Westwind business jet. Atlantic's marketing vice president is concerned about rising demonstration costs, but doesn't wish to deny solid prospects an evaluation ride. He asks the general... View Details
Keywords: Cost Management; Product Marketing; Air Transportation Industry
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Bonoma, Thomas V. "Atlantic Aviation Corp.: Westwind Division." Harvard Business School Case 581-142, April 1981. (Revised January 1987.)
  • July 1987 (Revised May 1993)
  • Case

Atlas Copco (A): Gaining and Building Distribution Channels

By: V. Kasturi Rangan
Atlas Copco, a Swedish company, holds the highest market share for air compressors worldwide. However, its attempts to enter U.S. markets have been unsuccessful. The case describes a series of strategic distribution maneuvers implemented by the company which enable it... View Details
Keywords: Growth and Development; Marketing Channels; Market Entry and Exit; Market Participation; Distribution Channels; Failure; Industrial Products Industry; Sweden; United States
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Rangan, V. Kasturi. "Atlas Copco (A): Gaining and Building Distribution Channels." Harvard Business School Case 588-004, July 1987. (Revised May 1993.)
  • August 2015 (Revised March 2017)
  • Supplement

Planters Nuts (B): The Power of the Peanut

By: Robert J. Dolan and Donald K. Ngwe
This case picks up from the events in Planters Nuts and describes how the new management team for Planters turned the brand around in 2013 by implementing a new brand positioning accompanied by a multimillion dollar marketing campaign. View Details
Keywords: Product Positioning; Marketing; Transformation; Food and Beverage Industry
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Dolan, Robert J., and Donald K. Ngwe. "Planters Nuts (B): The Power of the Peanut." Harvard Business School Supplement 516-012, August 2015. (Revised March 2017.)
  • December 2001 (Revised February 2008)
  • Case

Borealis

By: Robert S. Kaplan and Bjorn N. Jorgensen
When Borealis, a European producer of plastics, used a traditional, time-consuming budgeting process, the budget was quickly out of date in a competitive environment characterized by continually changing input and output prices and dynamic market conditions. This case... View Details
Keywords: Activity Based Costing and Management; Budgets and Budgeting; Forecasting and Prediction; Investment; Governance Controls; Balanced Scorecard; Management Systems; Manufacturing Industry; Europe
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Kaplan, Robert S., and Bjorn N. Jorgensen. "Borealis." Harvard Business School Case 102-048, December 2001. (Revised February 2008.)
  • January 1992
  • Background Note

Managing Sales Interfaces: An Introduction

By: Frank V. Cespedes
Concerns issues involved in coordinating sales efforts with product management and customer service activities. First, discusses environmental factors that increase integration requirements among these groups, and why these factors make the field sales force a crucial... View Details
Keywords: Product Marketing; Social Marketing; Multi-Sided Platforms; Groups and Teams; Salesforce Management
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Cespedes, Frank V. "Managing Sales Interfaces: An Introduction." Harvard Business School Background Note 592-068, January 1992.
  • 27 Sep 2018
  • Working Paper Summaries

Ratcheting, Competition, and the Diffusion of Technological Change: The Case of Televisions Under an Energy Efficiency Program

Keywords: by Tomomichi Amano and Hiroshi Ohashi; Telecommunications; Entertainment & Recreation
  • May 1996 (Revised March 1998)
  • Case

SaleSoft, Inc. (A)

By: Das Narayandas
SaleSoft, a start-up firm, markets Comprehensive Sales Automation Solutions (CSAS) that automate a firm's sales, marketing, and service functions. Even though the product has received very favorable responses from prospects, product complexity and a long buying cycle... View Details
Keywords: Business Startups; Decisions; Revenue; Marketing Strategy; Product Launch; Sales; Opportunities; Information Technology; Technology Industry
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Narayandas, Das. "SaleSoft, Inc. (A)." Harvard Business School Case 596-112, May 1996. (Revised March 1998.)
  • November 2018 (Revised June 2019)
  • Case

Universal Basic Income, Job Guarantees, or None of the Above?

By: William R. Kerr, Reilly Kiernan and Jordan Bach-Lombardo
How can policymakers and business leaders address AI and automation's potential for widespread labor market displacement? This case examines potential policy responses, looking closely at the United States' existing social safety net and the impacts of implementing... View Details
Keywords: UBI; Job Guarantee; Managing The Future Of Work; EITC; Employment; Labor; Social Issues; Income; Government and Politics; Policy; Problems and Challenges
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Kerr, William R., Reilly Kiernan, and Jordan Bach-Lombardo. "Universal Basic Income, Job Guarantees, or None of the Above?" Harvard Business School Case 819-035, November 2018. (Revised June 2019.)
  • October 1989 (Revised November 2006)
  • Background Note

Managing Selling and the Salesperson

By: Frank V. Cespedes
Written for a module in the Marketing Implementation course (a second-year elective in the MBA program). Provides a brief introduction to common issues involved in recruiting, training, compensating, and evaluating field salespeople. Also offers questions to consider... View Details
Keywords: Salesforce Management
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Cespedes, Frank V. "Managing Selling and the Salesperson." Harvard Business School Background Note 590-043, October 1989. (Revised November 2006.)
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