Startup Marketing - Publications - Faculty & Research

04 Sep 2019
News

Putting the Game Within Reach

Fan Experience “New mixed reality integrations, sports betting, and gamified experiences are changing the way that fans are consuming sports. We are already seeing this with immersive media, particularly in the interactivity that is finding its way from the burgeoning... View Details

27 Apr 2017
News

Fellowship Fuels a Passion for a Career in Aviation

fellowship for students from emerging markets interested in careers in infrastructure- or property-related sectors. His second act also includes serving as a senior advisor to Global Infrastructure Partners, a private equity investor in... View Details

October 2001 (Revised March 2002)
Case

Bluefin Robotics

By: Joseph B. Lassiter III and David Kiron

Concentrates on the consequences of the choice of corporate partners on the growth alternatives available to a new company, in a new industry, based on a new technology. View Details

Keywords: Business Startups; Partners and Partnerships; Markets; Growth and Development Strategy; Technological Innovation

Citation

Find at Harvard

24 Jul 2000
Research & Ideas

Something Ventured, Something Gained: A European View of Venture Capital

banks that have recently become players as well. "New technology has raised the bar on our returns," he said. "Capital markets here have become more receptive to money-losing startups that... View Details

Keywords: by James E. Aisner; Financial Services

24 Oct 2012
Research & Ideas

Want People to Save More? Send a Text

safety net for emergencies, but also would reduce financial stress and improve their quality of life. "In the private sector, a lot of startups fail, and the market provides a signal about whether the... View Details

Keywords: by Kim Girard

25 Oct 2016
First Look

October 25, 2016

can be used to evaluate the implications of marketing actions, consumer heterogeneity, competition, successive technology generations, and globalization. The exposition is filled with vivid examples from a wide array of domains (video... View Details

Keywords: Sean Silverthorne

02 Mar 2023
News

Carbon's Second Act

cofounder and CEO of Ocochem, a startup developing an electrochemical process to turn carbon dioxide into formic acid. Now, formic acid is not something most people are familiar with, but it's a pretty important chemical compound. It's... View Details

31 Mar 2011
News

Building an Online Swap Shop

opportunity to work in derivative markets like secondhand clothing. “I wrote my final paper about thredUP,” Reinhart continued. “When I went back and read it recently, it was kind of hilarious. Once you spend a year and a half working in... View Details

Keywords: Clothing and Clothing Accessories Stores; Retail Trade

February 2000 (Revised May 2001)
Case

BET.com

By: Thomas R. Eisenmann and Pauline M Fischer

Black Entertainment Television, a leading cable programmer, is launching BET.com, an Internet portal targeted toward African-Americans. This case examines the challenges facing BET management as it defines its service offerings and target customer segments in a... View Details

Keywords: Product Positioning; Ethnicity; Internet and the Web; Age; Race; Decision Choices and Conditions; Business Startups; Entertainment and Recreation Industry; United States

Citation

Educators

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01 Apr 2014
First Look

First Look: April 1

we find evidence that proximity is positively associated with coordination and overall performance. Download working paper: http://www.hbs.edu/faculty/Publication%20Files/14-092_0272c9fd-0da7-4bad-811c-77eb8db9ef81.pdf Competing in New View Details

Keywords: Sean Silverthorne

01 Dec 2019
News

Making Eco Easy

Competition (photo by Susan Young) That realization later led Paiji Yoo (who left HBS after her first year to pursue a mobile shopping startup she created) and her sectionmate John Mascari (MBA 2012) to cofound Blueland, which makes... View Details

Keywords: Jennifer Gillespie

01 Jun 2024
News

Decoding the Promise and Perils of Generative AI

ChatGPT burst into the public consciousness on November 30, 2022. Within two months, the generative artificial intelligence (GenAI) software, which leverages a large language model (LLM) to produce human-like, text-based conversations, had reached an estimated 100... View Details

Keywords: April White

01 Dec 2020
News

Well Matched

Serena Ventures, a fund backed by Williams with an emphasis on startups that make diverse leadership and inclusivity a priority. Rapaport manages a portfolio of close to 60 early-stage investments focused on companies in the health,... View Details

Keywords: Julia Hanna; venture capital; diversity; inclusion; tennis; leadership; women; Finance

05 Dec 2013
What Do You Think?

Is Walmart Defying Economic Gravity?

Managers think of businesses in their portfolios as question marks (too early to tell), stars, cash cows, and dogs. Entrepreneurs "harvest" the spoils of startups once the rapid growth period is nearing its end. This work has... View Details

Keywords: by James Heskett; Retail

20 Jan 2015
News

Patient Medical Records, Pocket-sized

While his friends have retired, 79-year-old Merle Bushkin (AB 1956, MBA 1960), a laid-back guy with the energy of a man half his age, is rocketing full speed into the challenges of entrepreneurship—launching a startup company offering a... View Details

Keywords: Jennifer Myers; Ambulatory Health Care Services; Health, Social Assistance

22 Feb 2022
News

Case Study: Welcome Aboard

can make or break it all. “Plus, in a world where people want to work from home and other companies offer that option, it’s difficult for us to ignore the market and what people want,” Lerner says. On the other hand, the founders have a... View Details

Keywords: Jen McFarland Flint

June 2008
Teaching Note

Transparent Value LLC (TN)

By: Sharon P. Katz and Krishna G. Palepu

Teaching Note for [108098]. View Details

Keywords: Agreements and Arrangements; Valuation; Stocks; Price; Performance Expectations; Cash Flow; Revenue; Business Startups; Investment Funds; Product Launch; Financial Services Industry

Citation

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15 Feb 2000
Research & Ideas

The Right Connections

that whom you know can be just as important as what you know when trying to offset the uncertainty inherent in backing a high-risk startup in an initial public offering (IPO). "Our work suggests that the functional backgrounds or... View Details

Keywords: by Judith A. Ross

May 2024 (Revised February 2025)
Case

Choosing the Course of Passion: Brooke Boyarsky Pratt at knownwell

By: Jon M. Jachimowicz and Alexis Lefort

Brooke Boyarsky Pratt (HBS ’13) enjoyed considerable success in her early career, quickly climbing the ranks to associate partner at McKinsey, and later becoming an executive vice president at Berkadia, a Berkshire Hathaway portfolio company. Throughout these years,... View Details

Keywords: Passion; Career; Career Planning; Purpose; Personal Development and Career; Mission and Purpose; Identity; Business Startups; Health Care and Treatment; Health Disorders; Growth and Development Strategy; Market Entry and Exit; Health Industry; United States

Citation

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January 2004
Article

Corporate Venturing: The Origins of Unilever's Pregnancy Test

By: Geoffrey Jones and Alison Kraft

The relative ability of different sizes of firm and organisational designs to develop and sustain dynamic capabilities in innovation and create new businesses remains a matter of contention. While Chandler among many others has emphasised the pre-eminent role of large... View Details