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Show Results For

  • All HBS Web  (400)
    • News  (49)
    • Research  (310)
    • Events  (1)
    • Multimedia  (2)
  • Faculty Publications  (152)
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  • October 2001 (Revised November 2002)
  • Case

Herman Miller(B): Creating Innovation Streams

By: Sandra J. Sucher and Stacy McManus
In 1997, Mike Volkema faced the difficulty of attempting to revitalize a once dynamic organization. Volkema wondered how he could incorporate advances made within subsidiaries, such as Miller SQA's business model innovation, into the company as a whole while also... View Details
Keywords: Innovation and Invention; Innovation and Management; Product Design; Product Development; Product; Supply Chain Management; Business Model; Service Delivery; Customer Value and Value Chain; Manufacturing Industry; Consumer Products Industry
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Sucher, Sandra J., and Stacy McManus. "Herman Miller(B): Creating Innovation Streams." Harvard Business School Case 602-024, October 2001. (Revised November 2002.)
  • January 2004 (Revised October 2006)
  • Case

Electronic Arts in Online Gaming

By: Thomas R. Eisenmann and Justin Wong
Electronic Arts (EA), the world's largest independent video-game publisher, must decide whether to support Microsoft's initiatives in online gaming. Historically, EA has been platform-agnostic, releasing versions of its titles for all major console platforms. However,... View Details
Keywords: Corporate Strategy; Digital Platforms; Network Effects; Policy; Customer Focus and Relationships; Games, Gaming, and Gambling; Revenue; Segmentation; Sales; Entertainment and Recreation Industry; Electronics Industry
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Eisenmann, Thomas R., and Justin Wong. "Electronic Arts in Online Gaming." Harvard Business School Case 804-140, January 2004. (Revised October 2006.)
  • November 2024
  • Case

Ather Energy: The Future of Mobility

By: Shunyuan Zhang, Kannan Srinivasan and Malini Sen
Ather Energy, India’s third-largest electric scooter maker by volume, was founded in 2013. Five years later, the start-up launched its first electric scooter, Ather 450, which was powered by artificial intelligence (AI) and the Internet of Things (IoT), to navigate... View Details
Keywords: Energy Policy; Climate Change; Alternative Energy; Corporate Entrepreneurship; Transportation; Transformation; Green Technology; Technology Adoption; Communication Strategy; Marketing Strategy; Customer Focus and Relationships; Business Startups; Growth and Development Strategy; Brands and Branding; Product Launch; Product Positioning; Business Strategy; Segmentation; Asia; India
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Zhang, Shunyuan, Kannan Srinivasan, and Malini Sen. "Ather Energy: The Future of Mobility." Harvard Business School Case 525-040, November 2024.
  • November 1999 (Revised February 2000)
  • Case

Granny's Goodies, Inc.

By: Das Narayandas and Katherine B. Korman
The young entrepreneurs of Granny's Goodies, Inc., a corporate gift package specialist, face the challenge of finding ways to create consistent revenue streams and reduce sales costs. Outside of a few long-term contracts, the two founders have had to work very hard for... View Details
Keywords: Budgets and Budgeting; Customer Relationship Management; Entrepreneurship; Cost Management; Marketing Strategy; Product Design; Problems and Challenges; Sales; Segmentation; Service Industry
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Narayandas, Das, and Katherine B. Korman. "Granny's Goodies, Inc." Harvard Business School Case 500-049, November 1999. (Revised February 2000.)
  • 14 Aug 2018
  • First Look

First Look at New Research and Ideas, August 14, 2018

emerged from its first sales season with two distinct customer segments: the High Net Worth (HNW) woman and the High Earner, Not Rich Yet (HENRY) woman. As it began to scale its operations, it had to decide which View Details
Keywords: by Sean Silverthorne
  • April 2009
  • Article

How to Market in a Downturn

By: John A. Quelch and Katherine Jocz
This article includes a one-page preview that quickly summarizes the key ideas and provides an overview of how the concepts work in practice along with suggestions for further reading. Because no two recessions are exactly alike, marketers find themselves in poorly... View Details
Keywords: Customers; Economic Slowdown and Stagnation; Spending; Marketing Strategy; Consumer Behavior; Segmentation
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Quelch, John A., and Katherine Jocz. "How to Market in a Downturn." Harvard Business Review 87, no. 4 (April 2009): 52–62.
  • 16 Jun 2008
  • Research & Ideas

Seven Tips for Managing Price Increases

discard your existing customer segmentation assumptions and segment consumers around product usage behavior and price sensitivity. You must get out into the marketplace... View Details
Keywords: by John Quelch
  • 31 Mar 2009
  • First Look

First Look: March 31, 2009

This study empirically examines firms' post-merger behavior using an institutional theory framework. While mergers can serve as a strategic tool for firms to reconfigure their product and customer mix, differences in institutional... View Details
Keywords: Martha Lagace
  • 15 Jan 2019
  • First Look

New Research and Ideas, January 15, 2019

resonated with several segments of the population. While many experts predicted a Clinton victory, Trump was ultimately elected president in November 2016. During his first 100 days in office, Trump tested the boundaries of the U.S.... View Details
Keywords: Dina Gerdeman
  • 23 Nov 2010
  • First Look

First Look: November 23

Massachusetts landfill. By summer 2010, Davis's team was poised to take the next big step in building a successful clean-tech company. It was time to take the company's technology to market, identify customers willing to pay, and scale... View Details
Keywords: Sean Silverthorne
  • 20 Mar 2012
  • First Look

First Look: March 20

data driven approach to management. The case explores Ctrip's founding and early growth; its expansion into multiple market segments including hotel reservations, air ticketing, leisure travel, and corporate travel; and the sources of its... View Details
Keywords: Sean Silverthorne
  • August 2024
  • Case

Oculii

By: Andy Wu and Lucas Defilippo
It was a bright June day in 2016. Steven Hong, co-founder and COO of Oculii had just signed a letter of intent agreeing to a 51% stake acquisition by Nexteer Automotive, a global steering and driveline supplier company that developed advanced driver assistance systems... View Details
Keywords: Automotive; Autonomous Vehicles; Wireless Communications; Mergers and Acquisitions; Communication Intention and Meaning; Intellectual Property; Growth Management; Negotiation Deal; Supply Chain; Auto Industry; Technology Industry
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Wu, Andy, and Lucas Defilippo. "Oculii." Harvard Business School Case 725-380, August 2024.
  • April 2013 (Revised November 2013)
  • Case

Growing Financial Services in India: Aditya Birla Financial Services Group

By: Paul M. Healy and Rachna Tahilyani
Aditya Birla Financial Services Group is a large, broad-based, Indian financial services institution offering products ranging from life insurance and mutual funds to private equity. The company has witnessed a turnaround in recent years and regained lost market share.... View Details
Keywords: Regulatory Environment; Finance; Asset Management; Business Growth and Maturation; Transformation; Leadership Development; Leadership Style; Business Processes; Organizational Structure; Organizational Change and Adaptation; Competitive Strategy; Diversification; Segmentation; Financial Services Industry; Insurance Industry; India
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Healy, Paul M., and Rachna Tahilyani. "Growing Financial Services in India: Aditya Birla Financial Services Group." Harvard Business School Case 113-059, April 2013. (Revised November 2013.)
  • April 2021
  • Teaching Note

Drinkworks: Home Bar by Keurig

By: Sunil Gupta and Jonathan Levav
Teaching Note for HBS Case No. 521-010. In the summer of 2018, Drinkworks CEO Nathaniel Davis needed to make a number of go-to-market decisions ahead of his company’s upcoming product launch. Formed through a joint venture between Keurig Dr. Pepper and Anheuser-Busch... View Details
Keywords: Marketing; Marketing Strategy; Product Marketing; Product Launch; Product Positioning; Markets; Bids and Bidding; Demand and Consumers; Consumer Behavior; Market Design; Distribution; Distribution Channels; Product; Product Design; Product Development; Business Model; Customers; Customer Value and Value Chain; Decision Making; Decisions; Goods and Commodities; Innovation and Invention; Technological Innovation; Business or Company Management; Growth and Development Strategy; Research; Research and Development; Strategy; Adoption; Competitive Advantage; Segmentation; Information Technology; Information Infrastructure; Value; Value Creation; Food and Beverage Industry; Consumer Products Industry; North and Central America; United States
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Gupta, Sunil, and Jonathan Levav. "Drinkworks: Home Bar by Keurig." Harvard Business School Teaching Note 521-089, April 2021.
  • August 2018
  • Teaching Note

Magpie: Developing and Using Buyer Personas

By: Frank V. Cespedes
Teaching Note for HBS No. 818-013. Magpie is a startup with a platform that allows publishers to natively tag the products discussed in their content and thus allows consumers to purchase those products without needing to leave that publisher’s web page. A key aspect... View Details
Keywords: Buying Process; Marketing; Sales; Distribution Channels; Segmentation; Entrepreneurship; Social Media; Consumer Products Industry; Fashion Industry; United States
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Cespedes, Frank V. "Magpie: Developing and Using Buyer Personas." Harvard Business School Teaching Note 819-027, August 2018.
  • July 2023
  • Case

Crocs: Using Community-Centric Marketing to Make Ugly Iconic

By: Ayelet Israeli and Anne V. Wilson
In 2022, the Crocs Classic Clog was the best-selling item of clothing on Amazon, the brand was one of the fastest growing brands in the U.S., and global net revenue had increased to approximately $3.6 billion. By most accounts, Crocs had become the “it” shoe. Crocs... View Details
Keywords: Brands and Branding; Product Development; Growth and Development; Customer Value and Value Chain; Digital Marketing; Digital Strategy; Segmentation; Advertising; Consumer Products Industry; Apparel and Accessories Industry; United States
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Israeli, Ayelet, and Anne V. Wilson. "Crocs: Using Community-Centric Marketing to Make Ugly Iconic." Harvard Business School Case 524-006, July 2023.
  • October 2022
  • Case

Ethena: A Go-to-Market Dilemma

By: Rembrand Koning and Stacy Straaberg
In November 2021, Roxanne Petraeus and Anne Solmssen, founders of Brooklyn-based software-as-a-service (SaaS) startup Ethena, were looking to expand their compliance training business. The founders hired Arnie Gullov-Singh, an outside revenue consultant, to advise on... View Details
Keywords: Decision Choices and Conditions; Judgments; Growth and Development Strategy; Business or Company Management; Business Strategy; Expansion; Segmentation; Technology Industry; United States; New York (state, US)
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Koning, Rembrand, and Stacy Straaberg. "Ethena: A Go-to-Market Dilemma." Harvard Business School Case 723-363, October 2022.
  • July 2011 (Revised September 2012)
  • Case

Industrial Metrology: Getting In-Line? (A)

By: Willy Shih
Metrology plays a key role in the manufacture of mechanical components. Traditionally it is used extensively in a pre-process stage where a manufacturer does process planning, design, and ramp-up, and in post-process off-line inspection to establish proof of quality.... View Details
Keywords: Transformation; Machinery and Machining; Measurement and Metrics; Product Design; Planning; Quality; Opportunities; Competitive Strategy; Diversification; Segmentation; Technology Adoption; Theory; Manufacturing Industry
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Shih, Willy. "Industrial Metrology: Getting In-Line? (A)." Harvard Business School Case 612-004, July 2011. (Revised September 2012.)
  • 21 Oct 2022
  • Research & Ideas

People Trust Business, But Expect CEOs to Drive Social Change

Public trust in business remains relatively unshaken amid economic turbulence and a lingering pandemic, even as faith in the media and government falters, but leaders could do more to address social issues, a new global opinion survey shows. However, not everyone... View Details
Keywords: by Scott Van Voorhis
  • 24 Apr 2023
  • HBS Case

What Does It Take to Build as Much Buzz as Booze? Inside the Epic Challenge of Cannabis-Infused Drinks

use bespoke strategies to navigate the splintered regulations. Are there ripe customer segments waiting to be tapped? Cann has prioritized larger marketing campaigns with the goal of raising overall... View Details
Keywords: by Jay Fitzgerald; Consumer Products; Food & Beverage
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