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18 Nov 2009
Working Paper Summaries

India Transformed? Insights from the Firm Level 1988-2005

Keywords: by Laura Alfaro & Anusha Chari

November 2018 (Revised January 2022)
Case

JUUL and the Vaping Revolution

By: Michael W. Toffel, John Masko and Sarah Mehta

In late 2019, San Francisco-based electronic cigarette (e-cigarette) maker JUUL Labs (pronounced “jewel”) faced intense pressure. Sales of JUUL products exceeded $1 billion in 2018, dominating the e-cigarette category. While JUUL Labs’ stated goal was to help current... View Details

May 2021 (Revised May 2022)
Case

Headspace vs. Calm: A Mindful Competition

By: Ayelet Israeli and Anne Wilson

By 2021, the mindfulness app wars reached their apex. Over 2,000 meditation apps were available to consumers, but two apps, Headspace and Calm, dominated the space, jointly holding about 70% of the total market. Headspace had established itself as the approachable... View Details

Keywords: Marketing Communication; Integrated Strategy; Brand; Brand ＆ Product Management; Brand Communication; Brand Differentiation; Brand Building; Brand Management; E-Commerce Strategy; Ecommerce; App; App Development; Applications; COVID; COVID-19; Pandemic; Pricing; Pricing Strategy; Subscription Model; Subscription; Partnerships; Strategic Partnerships; B2B Vs. B2C; B2B; Health ＆ Wellness; Wellbeing; Digitization; Commoditization; Mobile App; Mobile App Industry; Mobile Healthcare; Mobile Marketing; Digital Brand; Digital Health; Consumer Health; Apps; Online Business; Online Competition; Online Community; Online Entertainment; Entertainment And Leisure; Meditation; Marketing; Marketing Communications; Brands and Branding; Price; Strategy; Competition; Competitive Strategy; Competitive Advantage; Partners and Partnerships; Health; Well-being; Mobile and Wireless Technology; Communication; Communication Strategy; Disruption; Consumer Behavior; Digital Marketing; E-commerce; Applications and Software; Health Industry; Technology Industry; Communications Industry; United States; North America; United Kingdom

June 2020
Case

Big Hit Entertainment and Blockbuster Band BTS: K-Pop Goes Global

By: Anita Elberse and Lizzy Woodham

Bang Si-Hyuk (‘Hitman Bang’) is the founder and co-chief executive officer of Big Hit Entertainment, the company behind BTS, a ‘K-pop’ band that has found unparalleled success around the globe—a remarkable feat given that most of their songs are in Korean. It is March... View Details

Keywords: Music; Entertainment; Superstars; Talent; Talent Development; Labor Economics; General Management; Music Entertainment; Media; Talent and Talent Management; Labor; Contracts; Marketing; Strategy; Music Industry; Entertainment and Recreation Industry

December 2023
Case

Raízen: Helping to Decarbonize the World?

By: Gunnar Trumbull, Pedro Levindo, Daniel Tong and Rafaella Mazza

Raízen, the world’s largest sugar and ethanol producer, strived to find ways to expand the second-generation ethanol (E2G) market, which it pioneered. The company planned to invest R$24 billion (around $4.6 billion) in 20 production plants, with a total capacity to... View Details

Keywords: Plant-Based Agribusiness; Factories, Labs, and Plants; Renewable Energy; Environmental Sustainability; Production; Expansion; Agriculture and Agribusiness Industry; Energy Industry; Brazil; Europe; North America; United States; Argentina; Paraguay

August 2000
Case

Monster.com

By: Jeffrey F. Rayport

Jeff Taylor, founder and CEO of Monster.com, ponders how his online site, the leading career site on the web, can continue its dominance (60% share in 1999) and growth on the Internet. Monster.com had just launched a nationwide branding campaign on television and... View Details

Keywords: Internet and the Web; Entrepreneurship; Brands and Branding; Service Industry

October 19, 2020
Article

Today's Leaders Need Vulnerability, Not Bravado

By: Amy C. Edmondson and Tomas Chamorro-Premuzic

Few myths are as pervasive as the notion that leaders ought to appear tough and confident. Or at least, that was the case prior to the current pandemic, which has exposed the many weaknesses of forceful, dominant leaders and highlighted the superiority of those who... View Details

Keywords: Leadership; Leadership Style

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09 May 2000
Research & Ideas

Stock Options Are Not All Created Equal

Most of the companies I've studied don't pay a whole lot of attention to the way they grant options. Their directors and executives assume that the important thing is just to have a plan in place; the details are trivial. As a result, they let their HR departments or... View Details

Keywords: by Brian Hall

October 2010
Case

innocent

By: William A. Sahlman and Harry Wake

This case describes a set of issues confronting the founders of innocent, a 10-year old beverage company that dominated the UK smoothie market. The team must decide how to proceed with expansion of the product line and outside the UK and Ireland. They must also decide... View Details

Keywords: Business or Company Management; Expansion; Capital Structure; Corporate Finance; Growth and Development Strategy; Food and Beverage Industry

March 1997 (Revised October 2017)
Case

Hospital Equipment Corporation

By: Clayton M. Christensen and Rory McDonald

Hospital Equipment Corp. is a very successful maker of hospital beds. Due to outstanding performance in new product development, it grew to dominate its primary market and is searching for other opportunities to grow through new product development. It discovers that... View Details

Keywords: Growth and Development Strategy; Innovation and Management; Opportunities; Business Processes; Product Development; Technological Innovation; Expansion; Markets; Problems and Challenges; Medical Devices and Supplies Industry; United States

February 2000 (Revised September 2002)
Case

Forever: De Beers and U.S. Antitrust Law

By: Debora L. Spar and Jennifer Burns

For over a century, the international diamond market has been dominated by one of the most successful cartels on earth. Run by the legendary De Beers Corp., the cartel has managed to keep diamond prices increasing and to prevent the defection that dooms most other... View Details

Keywords: Lawfulness; Monopoly; Luxury; Business and Government Relations; Consumer Products Industry; Mining Industry; Africa; United States

June 2002 (Revised October 2005)
Case

Inside Intel Inside

By: Youngme E. Moon and Christina L. Darwall

In early 2002, Pamela Pollace, vice president and director of Intel's worldwide marketing operations, is debating whether the company should extend its "Intel Inside" branding campaign to non-PC product categories, such as cell phones and PDAs. The "Intel Inside"... View Details

Keywords: Advertising Campaigns; Growth and Development; Brands and Branding; Marketing Strategy; Product Positioning; Sales; Expansion; Competitive Advantage; Semiconductor Industry; Manufacturing Industry; California

February 1980 (Revised April 1981)
Case

Poland Spring Bottling Corp.

By: Benson P. Shapiro

Poland Spring is a small domestic bottler of mineral water trying to compete in a rapidly expanding market against Perrier, the dominant brand, and 20 other foreign and domestic waters. Company management must decide how to position and promote its product with limited... View Details

Keywords: Product Marketing; Product Positioning; Competition; Globalized Markets and Industries; Food and Beverage Industry; Distribution Industry; United States

July 2020 (Revised January 2021)
Case

Rosalind Fox at John Deere

By: Anthony Mayo and Olivia Hull

Rosalind Fox, the factory manager at John Deere’s Des Moines, Iowa plant, has improved the financial standing of the factory in the three years she’s been at its helm. But employee engagement scores—which measured employees’ satisfaction with working conditions and... View Details

August 2013 (Revised September 2015)
Case

Coursera

By: Ramon Casadesus-Masanell and Hyunjin Kim

By providing free and open-access online courses at a large scale, Massive Open Online Course (MOOC) platforms seek to innovate the business models of the traditional higher education industry. In a little over a year, Coursera had grown at a rapid rate to emerge as a... View Details

Keywords: Business Models; Strategy; Competition; Business Model; Internet and the Web; Higher Education; Competitive Advantage; Education Industry

June 1997 (Revised May 1998)
Case

Exploring Brand-Person Relationships: Three Life Histories (Condensed)

The idea that "relationships" exist between consumers and products has implicitly occupied a central place in brand marketing thought and practice. Now as relational (one-on-one) marketing is said to be replacing transactional (mass) marketing as the dominant paradigm... View Details

Keywords: Consumer Behavior; Relationships; Brands and Branding

January 2017 (Revised December 2017)
Case

Merging American Airlines and US Airways (A)

By: David G. Fubini, David A. Garvin and Carin-Isabel Knoop

In February 2013, US Airways announced that it would merge with American Airlines to create the world’s largest airline. Doug Parker, the CEO of US Airways, would become CEO of the new American Airlines Group (AAL). The case describes a number of critical decisions... View Details

Keywords: Airlines; Merger; Takeover; Integration Strategy; Merger Integration; Mergers and Acquisitions; Decision Making; Governance; Management Teams; Operations; Organizational Culture; Air Transportation Industry; United States

January 2004 (Revised May 2006)
Case

Yamato Transport: Valuing and Pricing Network Services (A)

By: Felix Oberholzer-Gee, Tarun Khanna and Masako Egawa

Yamato Transport is the leading Japanese parcel delivery company and has dominated its industry for more than two decades. In response to new competitive challenges, Yamato must decide how to reposition itself in the industry and optimize the size of its network. The... View Details

Keywords: Value Creation; Competition; Transportation Networks; Monopoly; Shipping Industry; Japan

March 2011 (Revised June 2011)
Case

Poweo: David and Goliath in the French Electricity Market

By: Noel Maurer and Elisa Farri

Charles Beigbeder, the president and founder of Poweo, an alternative electricity and gas operator in France, needs to decide on the company's strategy in light of electricity deregulation and the dominant position of Électricité de France (EDF) in the French market.... View Details

Keywords: Energy Generation; Competitive Strategy; Competition; Privatization; Monopoly; Market Entry and Exit; Energy Industry; France

December 2023
Case

Francis Ngannou

By: Anita Elberse

In May 2023, professional fighter Francis Ngannou is facing a choice: re-sign with the Ultimate Fighting Championship (UFC), the world’s premier mixed-martial-arts (MMA) organization, or opt for a contract with the Professional Fighters League (PFL), a growing but... View Details

Keywords: Contracts; Compensation and Benefits; Sports; Decision Choices and Conditions

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