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March 2019 (Revised April 2021)
Case

The DivaCup: Navigating Distribution and Growth

By: Ayelet Israeli

When the mother-daughter founders of DivaCup set out with a mission to disrupt the menstrual care industry with an innovative product form, they initially struggled to gain legitimacy and convince retailers to carry their unique product. Fifteen years later, the... View Details

February 2019
Case

Canibal—Play It Green!

By: Frank V. Cespedes, Joseph B. Fuller, Tonia Labruyere and Elena Corsi

In 2011, Canibal launched a machine that could sort and compress aluminum cans, plastic bottles, and cups. Users could play a jackpot-style game on the machine’s digital display, while disposing of their beverage containers and earning coupons or other rewards. The... View Details

Keywords: Sales Growth; Recycling; Start-up; Scaling; Market Selection; Sales; Marketing; Business Startups; Growth and Development Strategy; Segmentation; Product Positioning; Technology Industry; France

February 2019 (Revised September 2019)
Case

Theranos: The Unicorn That Wasn't

By: Joseph B. Fuller and John Masko

In 2003, 19-year-old Elizabeth Holmes founded a startup dedicated to making blood testing easier and more affordable. By 2015, her company, Theranos, was worth $9 billion. It boasted a star-studded board and contracts with national pharmacy and supermarket chains... View Details

Keywords: Theranos; Blood; Lab Testing; Fraud; Holmes; Balwani; Shultz; Carreyrou; Securities And Exchange Commission; Food And Drug Administration; FDA; SEC; Health Testing and Trials; Corporate Accountability; Organizational Culture; Misleading and Fraudulent Advertising; Crime and Corruption; Entrepreneurship; Medical Devices and Supplies Industry

February 2019 (Revised November 2024)
Case

Theranos: Who Has Blood on Their Hands? (A)

By: Nien-hê Hsieh, Christina R. Wing, Emilie Fournier and Anna Resman

This case covers the rise and fall of Theranos, the company founded by Elizabeth Holmes in 2004 to revolutionize the blood testing industry by creating a device that could provide from a small finger prick the same results and accuracy as intravenous blood draws. As... View Details

Keywords: Health Testing and Trials; Corporate Accountability; Organizational Culture; Misleading and Fraudulent Advertising; Crime and Corruption; Ethics; Entrepreneurship; Lawsuits and Litigation

January 2019 (Revised February 2024)
Teaching Note

Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

By: Ayelet Israeli

Teaching Note for HBS No. 519-011. As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a... View Details

January 2019
Supplement

Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis

By: Jill Avery and Gerald Zaltman

In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Luckily, an old consumer research study on the Nestlé Crunch Bar... View Details

January 2019 (Revised March 2021)
Case

SoundCloud: Subscription Streaming?

By: Ashish Nanda, Eric Van den Steen, Andy Wu, Jeffrey Boyar and Bonnie Bennett Slater

Established in 2007, SoundCloud already boasted the second largest number of active music listeners among all streaming services and was recognized as the go-to platform for new artists by early 2014. Yet, its founders were questioning the robustness of the firm’s... View Details

January 2019 (Revised October 2020)
Technical Note

Brand Storytelling

Marketers have long appreciated the value and power of storytelling. Stories fill brands with resonant and relevant meaning and empower brands to serve as critical elements in the lives of consumers. Mastering the art of brand storytelling is an increasingly important... View Details

Keywords: Brand Communication; Brand Management; Brand Storytelling; Marketing; Marketing Communications; Brands and Branding; Marketing Strategy; Advertising; Consumer Behavior; Consumer Products Industry

December 2018 (Revised February 2020)
Case

Fishbowl: Scaling Up

By: Leslie K. John

Fishbowl is a social media app that allows professionals to connect with other relevant professionals both within their company and across industry. Unlike many other social media apps, on which users typically present idealized portraits of themselves, on Fishbowl,... View Details

December 2018 (Revised September 2019)
Case

Brand Activism: Nike and Colin Kaepernick

By: Jill Avery and Koen Pauwels

Nike's selection of politically polarizing Colin Kaepernick as the spokesperson for the 30th anniversary of its iconic "Just Do It" campaign catapulted the brand into the media spotlight and made it a political flashpoint for consumers across America. Would the choice... View Details

Keywords: Digital Marketing; Entertainment; Politics; Activism; Brand Equity; Marketing; Marketing Strategy; Brands and Branding; Marketing Communications; Sports; Advertising; Social Media; Apparel and Accessories Industry; Sports Industry; Consumer Products Industry; United States; North America

December 2018 (Revised August 2019)
Case

Super Bowl Storytelling

By: Shelle Santana and Jill Avery

The one day a year when consumers not only tolerate but actually eagerly anticipate ads is during the NFL's Super Bowl. In sharp contrast to their behavior on the other 364 days of the year, consumers watch an average of 89 commercials per Super Bowl game for an... View Details

Keywords: Television Advertising; Entertainment; Brand Management; Marketing; Marketing Strategy; Marketing Communications; Advertising; Television Entertainment; Brands and Branding; Media; Cost vs Benefits; Advertising Industry; Advertising Industry; Advertising Industry; United States; North America

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

September–October 2018
Article

Online MAP Enforcement: Evidence from a Quasi-Experiment

By: Ayelet Israeli

This paper investigates a manufacturer’s ability to influence compliance rates among its authorized online retailers by exploiting changes in the Minimum Advertised Price (MAP) policy and in dealer agreements. MAP is a pricing policy widely used by manufacturers to... View Details

Keywords: Pricing Policies; Pricing; Channel Management; Legal Aspects Of Business; Retail; Price; Policy; Governance Compliance; Distribution Channels; Management; Retail Industry

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August 2018 (Revised October 2020)
Case

Tailor Brands: Artificial Intelligence-Driven Branding

Using proprietary artificial intelligence technology, startup Tailor Brands set out to democratize branding by allowing small businesses to create their brand identities by automatically generating logos in just minutes at minimal cost with no branding or design skills... View Details

August 2018 (Revised February 2023)
Case

Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

By: Jill Avery and Ayelet Israeli

As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating... View Details

July 2018
Case

Financing Anghami's Growth

By: Ramana Nanda and Eren Kuzucu

In December 2012, less than two years into the founding of their music-streaming platform Anghami, cofounders Elie Habib and Eddy Maroun found themselves evaluating an unorthodox term sheet. Habib and Maroun needed to make a decision vis-à-vis the proposal put forth by... View Details

June 2018 (Revised October 2018)
Teaching Note

Valuing Snap After the IPO Quiet Period (A), (B), and (C)

By: Marco Di Maggio and Benjamin C. Esty

Teaching Note for HBS Nos. 218-095, 218-096, and 218-116. View Details

June 2018 (Revised October 2020)
Case

Global Brand Management of Anheuser Busch InBev's Budweiser

Brian Perkins, chief architect of the $6 billion Budweiser brand, was excited about 2018, in which the company would launch Budweiser into several new markets in Africa and Latin America. He was feeling the pressure to finalize a global brand strategy that would define... View Details

June 2018 (Revised April 2021)
Supplement

Valuing Snap After the IPO Quiet Period

By: Benjamin C. Esty, Marco Di Maggio and Greg Saldutte

June 2018 (Revised April 2021)
Case

Valuing Snap After the IPO Quiet Period (A)

By: Marco Di Maggio, Benjamin C. Esty and Gregory Saldutte

Snap, the disappearing message app, went public at $17 per share on March 2, 2017, making its two 20-something founders the youngest self-made billionaires in the country. Over the next three weeks, 14 analysts made investment recommendations on Snap: two with buy... View Details

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