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August 2017
Case

RoboTech: Storming into the U.S. Market

By: Christopher A. Bartlett, Rachel Gordon and John J. Lafkas

This case describes the challenges facing the CEO of a small, Singapore-based industrial robotics company that decides to diversify away from its core industrial robot business by leveraging its expertise into the medical-devices industry. It launches an innovative... View Details

Keywords: Market Entry and Exit; Diversification; Product Launch; Competitive Strategy; Globalized Firms and Management; Medical Devices and Supplies Industry; Technology Industry; Singapore; United States

August 1986 (Revised June 1987)
Case

Lotus Development Corporation: Entering International Markets

By: David B. Yoffie and John J. Coleman

Lotus 1-2-3 exploded on the American market in the spring of 1983. Nine months later Jim Manzi, vice president of marketing, hired Chuck Digate to develop an international strategy for Lotus. Case explores Lotus' rapid rise to the top of the software market in the... View Details

Keywords: Market Entry and Exit; Applications and Software; Global Strategy; Management Teams; Information Technology Industry; United States

October 2004 (Revised July 2013)
Case

Making China Beautiful: Shiseido and the China Market

By: Geoffrey G. Jones, Akiko Kanno and Masako Egawa

Describes the multinational growth of Shiseido, the world's fourth-largest cosmetics company, with a focus on its strategy in China since 1981. Explores the challenges facing firms in the globalization of a culturally specific industry such as cosmetics. The Japanese... View Details

Keywords: Cross-Cultural and Cross-Border Issues; Globalized Firms and Management; Growth and Development Strategy; Resource Allocation; Competition; Beauty and Cosmetics Industry; China; Japan

April 2008
Teaching Note

Marketing Chateau Margaux (TN)

By: John A. Deighton and Leyland Pitt

Teaching Note for [507033]. View Details

Keywords: Brands and Branding; Management Teams; Distribution; Sales; Market Entry and Exit; Price; Luxury; Demand and Consumers; Growth and Development Strategy; Governance Controls; Food and Beverage Industry; France

November 2013 (Revised June 2014)
Case

E-Cigarettes: Marketing Versus Public Health

By: John A. Quelch and Margaret L. Rodriguez

Electronic cigarettes (e-cigarettes) were heralded by some as a healthcare game changer, enabling smokers to switch to a new product which carried lower risk of cancer. However, there were concerns about the public health risk of e-cigarettes, particularly the chance... View Details

Keywords: Public Health; Tobacco; Smoking; Cigarettes; Electronic Cigarettes; Cancer; Lung; Lorillard; Philip Morris; Safety; Technological Innovation; Conflict of Interests; Market Entry and Exit; Marketing; Health; Advertising; Consumer Products Industry; Health Industry

18 Jul 2005
Research & Ideas

Identify Emerging Market Opportunities

scale economies, entry barriers, and the ability to differentiate products matter in every industry, the weight of their importance varies from place to place. An attractive industry in your home market may... View Details

Keywords: by Tarun Khanna, Krishna G. Palepu & Jayant Sinha

February 2001 (Revised February 2002)
Case

Estee Lauder and the Market for Prestige Cosmetics

By: Nancy F. Koehn

Opens with a brief history of the U.S. cosmetics market and its rapid development in the 1920s. Also recounts Lauder's initial involvement in the sector, making skin care products and selling them in Manhattan beauty parlors during the Great Depression. Pays particular... View Details

Keywords: Fluctuation; Organizational Change and Adaptation; Market Entry and Exit; Entrepreneurship; Luxury; Business Strategy; Society; Beauty and Cosmetics Industry; United States

April 2013
Article

First-Party Content and Coordination in Two-Sided Markets

By: Andrei Hagiu and Daniel Spulber

The strategic use of first-party content by two-sided platforms is driven by two key factors: the nature of buyer and seller expectations (favorable versus unfavorable) and the nature of the relationship between first-party content and third-party content (complements... View Details

Keywords: Two-sided Platforms; Platform Strategy; Technology; Information Technology; Performance Expectations; Strategy; Digital Platforms

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2020
Working Paper

Pioneer (Dis-)advantages in Markets for Technology

By: Moritz Fischer, Joachim Henkel and Ariel Dora Stern

This study sheds new light on first- and early-mover advantages in the context of product innovation. Research on this classic topic often assumes that each firm participates in the entirety of the innovation and commercialization process. However, a division of labor... View Details

Keywords: First-mover Advantage; Product; Innovation Strategy; Market Entry and Exit; Acquisition; Technology

March 2002 (Revised May 2002)
Case

Genzyme: Engineering the Market for Orphan Drugs

Genzyme has made money with external technology in orphan drug markets generally considered to be too small to be attractive to other drug companies. Now competition is entering these same markets, placing Genzyme's business model under new pressures. View Details

Keywords: Business Model; Information Technology; Market Entry and Exit; Biotechnology Industry; Pharmaceutical Industry

March–April 2013
Article

Vaporware, Suddenware and Trueware: New Product Preannouncements under Market Uncertainty

By: Elie Ofek and Ozge Turut

A firm may want to preannounce its plans to develop a new product in order to stimulate future demand. But given that such communications can affect rivals' incentives to develop the same new product, a firm may decide to preannounce untruthfully in order to deter... View Details

Keywords: Risk and Uncertainty; Announcements; Competition; Product Launch; Product Development

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September 2023 (Revised January 2024)
Case

RightHand Robotics: Choosing the First Market

By: Thomas R. Eisenmann and Stacy Straaberg

In early 2015, RightHand Robotics’s (RHR) leadership faced several decisions in commercializing the startup’s robotic picking solution. RHR’s central product was the RightPick integrated robotic picking system which featured a robotic arm, a three-fingered robotic hand... View Details

Keywords: Business Startups; Market Entry and Exit; Product; Research and Development; Business Strategy; Commercialization; Information Infrastructure; Technological Innovation; Manufacturing Industry; Technology Industry; United States; Massachusetts

August 2013 (Revised November 2020)
Case

Tesla Motors

By: Eric Van den Steen

In mid-2013, Tesla Motors was riding a wave of success: It had launched its first really mass-produced car—the model S—to rave reviews; had recently raised first-year production targets; and had started taking orders for its next car, the Model X. Tesla seemed to be on... View Details

Keywords: Barriers To Entry; Economic Analysis; Learning Curve; Economies Of Scale; Innovation; Market Entry; Sustainable Competitive Advantage; Vision; Strategy And Leadership; Strategy; Competitive Strategy; Market Entry and Exit; Competitive Advantage; Technological Innovation; Leadership; Learning; Economics; Analysis; Auto Industry

September 2016
Article

History-based versus Uniform Pricing in Growing and Declining Markets

By: Oz Shy, Rune Stenbacka and David Hao Zhang

We analyze the Markov Perfect Equilibria of an infinite-horizon overlapping generations model with consumer lock-in to compare the performance of history-based and uniform pricing in growing and declining markets. Under history-based pricing, firms charge higher prices... View Details

Keywords: History-based Pricing; Introductory Discount; Uniform Pricing; Consumer Lock-in; High Switching Costs; Demand and Consumers; Competition; Price; Market Entry and Exit; Product Marketing

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Summer, 2018
Article

Innovation, Reallocation and Growth

By: Daron Acemoglu, Ufuk Akcigit, Harun Alp, Nicholas Bloom and William R. Kerr

We build a model of firm-level innovation, productivity growth, and reallocation featuring endogenous entry and exit. A new and central economic force is the selection between high- and low-type firms, which differ in terms of their innovative capacity. We estimate the... View Details

Keywords: Entry; Growth; Industrial Policy; Innovation; R＆D; Reallocation; Selection; Market Entry and Exit; Growth and Development; Innovation and Invention; Research and Development; Performance Productivity

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January 2019 (Revised January 2021)
Case

KITEA (A): Democratizing Furniture in Morocco

By: Ramon Casadesus-Masanell and Gamze Yucaoglu

The case opens in 2013 as Amine Benkirane, founder and CEO of the leading Moroccan furniture company KITEA, contemplates the loss his company has incurred for the first time in its 20-year history. The case then describes KITEA’s origins and provides a detailed... View Details

January 2015 (Revised July 2015)
Case

Jimmy Choo

By: Anat Keinan and Sandrine Crener

Jimmy Choo is a British luxury accessories brand, specializing in shoes, handbags, accessories, and fragrances. Founded in 1996 in London by couture shoe designer Jimmy Choo and Vogue accessories editor Tamara Mellon OBE, the brand enjoyed immediate success and rapidly... View Details

November 2020
Article

Tackling Youth Unemployment: Evidence from a Labor Market Experiment in Uganda

By: Livia Alfonsi, Oriana Bandiera, Vittorio Bassi, Robin Burgess, Imran Rasul, Munshi Sulaiman and Anna Vitali

We design a labor market experiment to compare demand- and supply-side policies to tackle youth unemployment, a key issue in low-income countries. The experiment tracks 1700 workers and 1500 firms over four years to compare the effect of offering workers either... View Details

Keywords: Employment; Training; Competency and Skills; Developing Countries and Economies

June 2016 (Revised March 2017)
Case

Global Wine War 2015: New World Versus Old

By: Christopher A. Bartlett and Sarah McAra

This case contrasts the tradition-bound Old World wine industry with the market-oriented New World producers in the battle for the Chinese wine market in 2015. China’s wine consumption growth presented a large and fast-growing export target that was extremely... View Details

September 2019 (Revised May 2020)
Case

Keroche (A): Fighting for Share in the Kenyan Alcoholic Drinks Market

By: Ramon Casadesus-Masanell and Pippa Tubman Armerding

This case discusses the challenges faced by Kenyan alcoholic drinks producer Keroche Industries Limited in 2003, when the Kenyan government accused the company of manufacturing and selling substandard alcoholic drinks, revoked its liquor licenses, and shut down its... View Details

Keywords: Keroche; Alcohol; Wine; Manufacturing; Informal Market; Regulation; Illicit; Illegal; Shutdown; Factory; Low-income Consumers; Multinational; Local; Government; Allegations; Accusations; Negative Press; EABL; Tusker; Beer; SAB; Chang'aa; Naivasha; Rift Valley; East Africa; Lawsuit; Legal Battle; Business Ventures; Business Exit or Shutdown; Business Growth and Maturation; Business Startups; Production; Safety; Quality; Distribution; Small Business; Family Business; Crime and Corruption; Customer Focus and Relationships; Decisions; Income; Demographics; Geographic Scope; Geographic Location; Goods and Commodities; Government Legislation; Growth and Development; Business History; Lawsuits and Litigation; Laws and Statutes; Lawfulness; Goals and Objectives; Consumer Behavior; Market Entry and Exit; Problems and Challenges; Social Issues; Poverty; Strategy; Competition; Entrepreneurship; Manufacturing Industry; Food and Beverage Industry; Kenya; Nairobi; Africa

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