Publications

February 2011 (Revised November 2012)
Case

Aquion Energy

By: Thomas R. Eisenmann and David Kiron

Leaders at Aquion Energy, a Pittsburgh-based battery start-up, are deciding on a market entry strategy. Should they pursue the large but unproven grid utility market or a smaller, but higher margin market? View Details

Keywords: Business Startups; Production; Business Strategy; Growth and Development Strategy; Innovation Strategy; Disruptive Innovation; Market Entry and Exit; Performance Capacity; Energy Industry

January 2015 (Revised December 2015)
Case

Mauboussin

By: Anat Keinan, Sandrine Crener and Audrey Azoulay

Mauboussin is a French jewelry brand founded in 1827 in Paris. In the 1920s, the company earned a huge notoriety for capturing the aesthetic and emotional dimension of the Art Deco movement in its design and gained a worldwide reputation for innovation and expertise in... View Details

August 1983 (Revised March 2011)
Supplement

Honda (B)

Describes the history of Honda Motor Company from its beginning through its entry into and subsequent dominance of the U.S. market as seen through the eyes of Honda executives. The history of Honda's successful entry into the U.S. market is viewed as highly adaptive... View Details

Keywords: Management; Business History; Auto Industry; Japan; United States

September 1990 (Revised January 1992)
Case

Procter & Gamble Japan (A)

By: Michael Y. Yoshino

Ten years after entering Japan, P&G had accumulated over $250 million in operating losses on declining annual sales of $120 million by 1983. The decision facing the president of P&G International: exit, retrench or rebuild the operation? Ironically, the initial entry... View Details

Keywords: Restructuring; Change Management; Profit; Market Entry and Exit; Market Participation; Sales; Competition; Technology; Beauty and Cosmetics Industry; Consumer Products Industry; Japan

April 3, 2018
Article

Insight on Syria: What Are Putin's Motives?

By: Rawi Abdelal and Alexandra Vacroux

Russia’s direct entry into the Syrian conflict in September 2015 was spurred by a plethora of motivations. Russian scholars Rawi Abdelal and Alexandra Vacroux unpack the various rationales. View Details

Keywords: Syrian Civil War; Vladimir Putin; War; International Relations; Russia; Syria

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October 1987 (Revised January 1999)
Case

Microsoft Corporation: The Introduction of Microsoft Works

Microsoft must decide how to design a new software product for global markets, identify the timing for entry into different countries, and position the product around the world. View Details

Keywords: Product Positioning; Applications and Software; Product Design; Product Launch; Globalized Markets and Industries; Information Technology Industry; United States

March 2019
Teaching Note

KITEA (A)—(F)

By: Ramon Casadesus-Masanell and Karen Elterman

This Teaching Note accompanies the KITEA series of cases, which details how the Moroccan furniture company KITEA prepared for the entry of IKEA into the Moroccan market and describes the outcome of that entry. View Details

Keywords: Private Sector; For-Profit Firms; Business Strategy; Strategic Planning; Competitive Strategy; Competitive Advantage; Adaptation; Corporate Strategy; Market Entry and Exit; Retail Industry; Africa; North Africa; Morocco

July – August 2009
Article

Preferential Treatment: The New Face of Protectionism?

Free trade agreements have increased dramatically over the past decade. This forethought considers how they present global executives with thorny strategic and operational decisions, a piece of which has to do with China's entry into the FTA scene. View Details

Keywords: Agreements and Arrangements; Trade; Strategy; Operations; Decisions; Practice; China

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March 2015 (Revised December 2015)
Case

Coffee Wars in India: Café Coffee Day 2015

By: David B. Yoffie and Rachna Tahilyani

This case is an update of "Coffee Wars in India: Café Coffee Day 2013." It explores Café Coffee Day's progress after Starbuck's entry into India and the decisions it faces in 2015. View Details

Keywords: Strategy; Competitor Analysis; Emerging Markets; Competitive Strategy; India

February 2002 (Revised March 2003)
Case

Casuarinas Educational Corporation

By: Michael J. Roberts, Howard H. Stevenson and Matthew C. Leib

Casuarinas has developed a very successful elementary, now secondary, school based on excellence in teaching, service, and multilingual education. Peru lacks similar high-quality post-secondary institutions. This case focuses on the potential entry of Casuarinas into... View Details

Keywords: Forecasting and Prediction; Higher Education; Entrepreneurship; Management; Market Entry and Exit; Planning; Competitive Strategy; Competitive Advantage; Education Industry; Peru

October 2007 (Revised March 2008)
Case

Dove: Evolution of a Brand

By: John A. Deighton

Examines the evolution of Dove from functional brand to a brand with a point of view after Unilever designated it as a masterbrand, and expanded its portfolio to cover entries into a number of sectors beyond the original bath soap category. The development causes the... View Details

Keywords: History; Expansion; Marketing Strategy; Social Marketing; Digital Marketing; Brands and Branding; Consumer Products Industry; Beauty and Cosmetics Industry

March 1993 (Revised April 1995)
Case

Signalling Costs

NutraSweet's worldwide patent-protected monopoly on aspartame, the low-calorie high-intensity sweetener, ended with the 1987 entry of the Holland Sweetener Co. (HSC) into the European market. Following the arrival of a challenger, NutraSweet acted to reduce sharply the... View Details

Keywords: Patents; Competition; Price; Market Entry and Exit; Food and Beverage Industry; United States; Europe

April 2019
Teaching Note

The a2 Milk Company

By: Benjamin C. Esty and Daniel Fisher

The a2 Milk Company (a2MC) became the most valuable company listed on the New Zealand stock exchange in 2018 by capitalizing on a biochemical discovery related to the protein composition of cow's milk. Because many people find the A1 protein difficult to digest, and... View Details

August 2010 (Revised October 2010)
Case

Patagonia

By: Ramon Casadesus-Masanell, Hyunjin Kim and Forest L. Reinhardt

Patagonia was deeply committed to the environment. This commitment, at times, conflicted with the company's goal to create the most innovative products in its industry. Patagonia's founder and executives welcomed imitation of both its environmental commitment and its... View Details

Keywords: Business History; Environmental Sustainability; Business Model; Business Strategy; Expansion; Consumer Products Industry

October 2013 (Revised January 2017)
Case

Walmart around the World

By: Juan Alcácer, Abhishek Agrawal and Harshit Vaish

After reaching the limits of its successful expansion in the United States in the early 1990s, Walmart sought growth opportunities in markets abroad. This case describes Walmart's attempts to replicate its successful U.S. business model in Mexico, Canada, Brazil,... View Details

Keywords: Multinational Firms and Management; Success; Globalized Markets and Industries; Expansion; Market Entry and Exit; Failure; Retail Industry; Germany; China; Argentina; South Korea; Canada; Japan; Brazil; Africa; United Kingdom; United States; Mexico

17 Sep 2009
Working Paper Summaries

Input Constraints and the Efficiency of Entry: Lessons from Cardiac Surgery

Keywords: by David M. Cutler, Robert S. Huckman & Jonathan T. Kolstad; Health

Research Summary

Anti-Competitive Financial Contracting

Joint work with Giacinta Cestone, Institut d'Analisi Economica, Barcelona

This paper presents the first model where entry deterrence takes place through financial rather than product-market channels. In standard models of the interaction between product and... View Details

March 2022
Case

Talent@Tencent

By: Tarun Khanna, Shu Lin and Nancy Hua Dai

On November 11, 2016, Xi Dan, Senior Vice President of Tencent, and Ma Yongwu, Dean of Tencent Academy, were discussing how Tencent could develop new capabilities to sustain its growth miracle and entry into new technologies, expansion into B2B businesses, and... View Details

Keywords: B2B; Talent and Talent Management; Training; Emerging Markets; Entrepreneurship; Globalization; Human Resources; Innovation and Management; Leadership Development; Business Strategy; Information Technology; Internet and the Web; China

May 1997 (Revised May 2008)
Case

Intel Corporation: 1968-1997

By: Gary P. Pisano, David J. Collis and Peter K. Botticelli

Traces Intel's history and strategy from 1968 to 1997. Examines the company's decision to exit DRAMS and its entry into microprocessors. Focuses on how the company managed to achieve and sustain its competitive advantage in microprocessors, and the threats it faces in... View Details

Keywords: Market Entry and Exit; Competitive Strategy; Competitive Advantage; Information Infrastructure; Corporate Strategy; Industry Structures; Technology Industry