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September 2002 (Revised July 2012)
Case

Athleta

By: William A. Sahlman and Taslim Pirmohamed

The management team at Athleta is attempting to raise equity capital for the company in March 2002. Athleta is a catalog and online retailer of women's athletic clothing. The company has made substantial progress, with anticipated 2002 sales over $20 million, but has... View Details

Keywords: Management Teams; Financing and Loans; Business Model; Business Strategy; Equity; Capital; Retail Industry

24 Nov 2014
News

Why businesses need to design more reliable experiments

09 Dec 2014
News

The Discipline of Business Experimentation

Article

How to Really Motivate Salespeople

By: Doug J. Chung

Much of what we believe about the best ways to compensate and motivate the sales force is based on theory and lab experiments. But in the past decade, researchers have been moving out of the lab and into the field, analyzing companies' sales and pay data, and... View Details

Keywords: Compensation; Motivating People; Motivation and Incentives; Compensation and Benefits; Sales

April 2017 (Revised March 2024)
Case

Making Target the Target: Boycotts and Corporate Political Activity

By: Nien-hê Hsieh and Victor Wu

Through the challenges facing Target, the case examines ways in which corporations can become involved in political and legislative debates and processes, ranging from campaign contributions to lobbying to political activism. In 2016, Target CEO Brian Cornell must... View Details

2016
Working Paper

Decision-Making by Precedent and the Founding of American Honda (1948 – 1974)

By: Ramon Casadesus-Masanell and John Heilbron

American Honda was founded in 1959 as a wholly owned subsidiary of the Honda Motor Company to facilitate sales and distribution in the United States. The details of American Honda’s early history have long served as evidence in debates among scholars and practitioners... View Details

Keywords: Strategy; Business Subsidiaries; Decision Making; Auto Industry; Retail Industry; United States

January – February 2009
Article

Content vs. Advertising: The Impact of Competition on Media Firm Strategy

By: David Godes, Elie Ofek and Miklos Sarvary

Media firms compete in two connected markets. They face rivalry for the sale of content to consumers, and at the same time, they compete for advertisers seeking access to the attention of these consumers. We explore the implications of such two-sided competition on the... View Details

Keywords: Monopoly; Duopoly and Oligopoly; Business Model; Price; Media; Competitive Strategy; Competitive Advantage; Advertising; Profit; Media and Broadcasting Industry

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June 2018
Case

The Grommet in 2018

By: Lynda M. Applegate, Karen Gordon Mills and Lena Goldberg

The Grommet, an online product launch platform, was at the brink of scaling its business. The Grommet's daily launch and sale of innovative consumer products, using personal videos created by product makers, had led to its initial success. In 2014, the company launched... View Details

Keywords: Retail; Value Capture; Internet and the Web; Entrepreneurship; Product Launch; Value; Retail Industry

February 2003 (Revised May 2006)
Case

Ernst & Young LLP

By: David F. Hawkins and Jacob Cohen

The history of Ernst & Young provides a platform to discuss the issues related to the sale of the consulting business as well as the founding of the legal unit. It dovetails with the issues raised at Arthur Andersen regarding the role of the Big Four accounting firms... View Details

Keywords: Accounting Audits; Conflict of Interests; Accounting Industry

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June 1982 (Revised May 1995)
Case

Ellis Manufacturing Co.

By: Roy D. Shapiro

Ellis finds itself in a weakening competitive position largely due to the lack of rationalization in its plants. Driven by a strong traditionally decentralized sales organization, Ellis finds that all plants want control over all product lines. As a result, overall... View Details

Keywords: Factories, Labs, and Plants; Cost; Analytics and Data Science; Brands and Branding; Performance Capacity; Competitive Strategy; Construction Industry

2021
Working Paper

Corporate Environmental Impact: Measurement, Data and Information

By: David Freiberg, DG Park, George Serafeim and T. Robert Zochowski

As an organization’s environmental impact has become a central societal consideration, thereby affecting industry and organizational competitiveness, interest in measuring and analyzing environmental impact has increased. We develop a methodology to derive comparable... View Details

Keywords: Environment; Impact; Measurement; Environmental Ratings; Corporate Valuation; Financial Materiality; Sustainability; Environmental Impact; Environmental Strategy; Impact-Weighted Accounts; IWAI; Environmental Sustainability; Corporate Social Responsibility and Impact; Measurement and Metrics; Valuation

December 2017 (Revised January 2018)
Case

Alltech

By: David E. Bell and Natalie Kindred

Alltech was a Lexington, Kentucky–based producer of supplements for animal feed, with revenues of over $2 billion (projected to reach $3 billion in 2018), sales in 120 countries, 5,000 employees, and 100 manufacturing plants worldwide. For nearly four decades, Alltech... View Details

November 1991 (Revised December 1996)
Case

Pressco, Inc.--1985

By: William E. Fruhan Jr.

A capital budgeting problem is viewed from the context of a marketing representative attempting to make a sale of energy saving heavy industrial equipment. Tax law changes promise to have a significant impact on the customer's decision process. Teaching purpose: To... View Details

Keywords: Capital Budgeting; Machinery and Machining; Valuation; Taxation; Customer Value and Value Chain; Cost vs Benefits; Inflation and Deflation; Cost Management; Product Marketing; North and Central America

September 2019 (Revised December 2019)
Case

Anthony Soohoo at Dot & Bo: Bringing Storytelling to Furniture E-Commerce

By: Thomas R. Eisenmann, Allison M. Ciechanover and George Gonzalez

The case provides students an opportunity to examine the founding of an e-commerce startup that used storytelling and compelling images to sell furniture and home accessories to millennials. The case describes the rapid sales growth the company experienced, as well as... View Details

Keywords: E-commerce; Startups; Furnishing; Leadership; Business Startups; Entrepreneurship; Internet and the Web; Failure; United States

November 1996 (Revised December 1996)
Case

SAP America

By: David A. Garvin and Artemis March

SAP America has grown at an explosive rate. This case describes the company's strategy, organization, and culture, with special attention to its approach to partnering and its sales and consulting process, which have been instrumental in allowing growth to proceed. Now... View Details

Keywords: Business Growth and Maturation; Change Management; Entrepreneurship; Growth Management; Demand and Consumers; Organizational Culture; Alliances; Competitive Strategy; Corporate Strategy; United States

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03 Apr 2020
News

If You Want to Survive a Downturn? Build a Better Platform

April 1988 (Revised September 1992)
Case

Frito-Lay, Inc.: The Backhaul Decision

By: Janice H. Hammond

Prior to the Motor Carrier Act of 1980, companies with private trucking fleets were generally prohibited from selling transportation services to other companies. The deregulation of the trucking industry in 1980 allowed private carriers to offer for-hire transportation... View Details

Keywords: Cost Management; Revenue; Governing Rules, Regulations, and Reforms; Marketing Strategy; Distribution; Service Operations; Sales; Salesforce Management; Transportation; Food and Beverage Industry

2010
Book

The New Science of Retailing: How Analytics Are Transforming the Supply Chain and Improving Performance

By: Marshall Fisher and Ananth Raman

Retailers today are drowning in data but lacking in insight: They have huge volumes of information at their disposal. But they're unsure of how to sort through it and use it to make smart decisions. The result? They're struggling with profit-sapping supply chain... View Details

Keywords: Profit; Knowledge Use and Leverage; Logistics; Supply Chain Management; Mathematical Methods; Retail Industry

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April 2020
Case

Promoting Land and Nature Jerky

By: John A. Quelch and Katherine B. Hartman

Kathy Ayers, Vice President of Marketing and Communications for Land and Nature (L&N) Jerky Company, needs to make a recommendation about L&N's 2020 promotional spending. L&N's CEO, Tim Ryan, wants her to calculate different scenarios using historical data to determine... View Details

Keywords: Advertising; Spending; Marketing Communications; Marketing Strategy; Product Positioning; Food and Beverage Industry

October 1997 (Revised July 1999)
Case

Best Buy

By: V. Kasturi Rangan and Balaji Chakravarthy

Documents the evolution of Best Buy, an electronics retailer, from its founding in 1966 to its very successful "Concept 2" strategy in 1996, boosting its sales ($7.2 billion) past industry #1 Circuit City. Its CEO Richard Schulze offers a new vision (Concept 3) to... View Details

Keywords: History; Business Model; Competitive Strategy; Adaptation; Customer Focus and Relationships; Customization and Personalization; Retail Industry

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