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September 2020
Case

Drinkworks: Home Bar by Keurig

By: Sunil Gupta, Jonathan Levav and Julia Kelley

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 InBev, Drinkworks had developed an... View Details

September 2020
Article

Customer Supercharging in Experience-Centric Channels

By: David R. Bell, Santiago Gallino and Antonio Moreno

We conjecture that for online retailers, experience-centric offline store formats do not simply expand market coverage, but rather, serve to significantly amplify future positive customer behaviors, both online and offline. We term this phenomenon “supercharging” and... View Details

Keywords: Retail Operations; Marketing-operations Interface; Omnichannel Retailing; Experience Attributes; Quasi-experimental Methods; Operations; Internet and the Web; Marketing Channels; Consumer Behavior; Retail Industry

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August 2020 (Revised February 2021)
Case

Luckin Coffee (A): Caffeine-fueled Growth?

By: Ramon Casadesus-Masanell and Karen Elterman

This case describes the founding of Chinese coffee chain Luckin Coffee in 2017 and its path to surpassing Starbucks as the largest coffee chain in China (by number of stores) in 2019. Unlike Starbucks stores, which were designed to be welcoming “third places” for... View Details

August 2020
Article

Strategies for Managing the Privacy Landscape

By: Ramon Casadesus-Masanell and Andres Hervas-Drane

Firms use consumer personal information to improve their products and services. Personal information is open to misuse, however, and when exploited for undesired or unexpected purposes reduces consumer’s trust in the firm and their willingness to provide personal... View Details

Keywords: Consumer Privacy; Privacy Threats; Strategy Framework; Strategy Interactions; Customers; Information; Management; Strategy; Technology Industry

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July 2020 (Revised November 2020)
Case

Pricing at Netflix

By: Elie Ofek, Marco Bertini, Oded Koenigsberg and Amy Klopfenstein

Since its launch in 1998 as “the Amazon.com of DVDs,” Netflix had evolved from a DVD rental company to a video streaming platform and producer of original films and television shows. As the company matured, it regularly increased prices and adjusted its product... View Details

July 2020
Case

Amanda and Kristen: Mented Cosmetics

By: Steven Rogers, Jeffrey J. Bussgang and Alterrell Mills

The co-founders (Black HBS alumnae) of an e-commerce beauty startup explore the unmet needs within the beauty industry. This case study examines the entrepreneurial opportunities that come from identifying an underserved market, specifically within the Black community... View Details

July 2020 (Revised January 2021)
Case

Pattern Brands

By: Sunil Gupta, Elie Ofek and Julia Kelley

In March 2020, direct-to-consumer (DTC) company Pattern Brands needed to decide how to allocate resources across its different brands. Pattern Co-Founders Nick Ling and Emmett Shine hoped to avoid the pitfalls faced by some DTC companies—such as inability to scale and... View Details

Article

Sustainability, Business, and Health

By: George Serafeim, Amanda M. Rischbieth and Howard K. Koh

The coronavirus disease 2019 (COVID-19) pandemic has demonstrated that response demands involvement from every sector of society. As a major example, some businesses have stepped up in ways previously unimaginable. Garment companies have repurposed production to face... View Details

Keywords: COVID; COVID-19; Sustainability; Health And Wellness; Corporate Social Responsibility; Health Pandemics; Health; Corporate Social Responsibility and Impact; Corporate Accountability; Health Care and Treatment

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June 2020
Teaching Note

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

Keywords: Brand Management; Global Brands; Brand Equity; Brand Storytelling; Brand Communication; Brand Positioning; Marketing; Brands and Branding; Marketing Communications; Global Strategy; Consumer Products Industry; Consumer Products Industry; United States; China; Africa; Latin America

May 2020 (Revised July 2020)
Teaching Note

Brand Activism: Nike and Colin Kaepernick

By: Jill Avery and Koen Pauwels

Teaching Note for HBS Case No. 519-046. Nike’s selection of politically polarizing Colin Kaepernick as the spokesperson for the thirtieth anniversary of its iconic “Just Do It” campaign catapulted the brand into the media spotlight and made it a political flashpoint... View Details

Keywords: Marketing; Brands and Branding; Advertising; Advertising Campaigns; Marketing Strategy; Marketing Communications; Corporate Social Responsibility and Impact; Consumer Products Industry; Consumer Products Industry; United States; North America

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

2020
Working Paper

No Line Left Behind: Assortative Matching Inside the Firm

By: Achyuta Adhvaryu, Vittorio Bassi, Anant Nyshadham and Jorge Tamayo

How do firms pair workers with managers, and which constraints affect the allocation of labor within the firm? We characterize the sorting pattern of managers to workers in a large readymade garment manufacturer in India and then explore potential drivers of the... View Details

Keywords: Assortative Matching; Productivity; Global Buyers; Readymade Garments; Management; Employees; Performance Productivity

April 2020
Case

Apple Inc. in 2020

By: David B. Yoffie and Daniel Fisher

After a decade as CEO, Tim Cook is facing one of his biggest strategic transitions of his tenure. While Apple had performed spectacularly well under Cook, Apple's core business was maturing. Sales of iPhones, iPads, and Macs were flat or down. However, Apple's new... View Details

Keywords: Innovation; Market Positioning; Marketing Implementation; Planning; Products; Strategic Positioning; Strategy; Information Technology; Competitive Strategy; Technological Innovation; Competitive Advantage; Product Positioning; Communication; Competition; Leadership; Strategic Planning; Computer Industry; Telecommunications Industry; Technology Industry

March 2020 (Revised July 2022)
Case

Levi Strauss (A): A Pioneer Lost in the Wilderness

By: Joshua Margolis, Ashish Nanda, Margaret Cross, Imran Manji and Bismah Rahmat

In 2011, newly appointed CEO Chip Bergh needed to urgently turn around the iconic but floundering denim apparel firm, Levi Strauss & Co. (LS&Co.) Famous for its blue jeans, LS&Co. had suffered a decline in revenue of 29% from $6.8 billion in 1997 to $4.8 billion in... View Details

Keywords: Turnarounds; Transformation; Strategy; Decision Choices and Conditions; Decision Making; Strategic Planning; Brands and Branding; Product Positioning; Product Marketing; Apparel and Accessories Industry

March 2020
Case

Thingtesting: Launching a Brand Discovery and Testing Digital Community

By: Ayelet Israeli and Jill Avery

Thingtesting, a brand discovery and testing digital community devoted to uncovering and exploring direct-to-consumer brands, had just received seed funding and was contemplating a second year of growth. The new year brought many challenges, as founder Jenny Gyllander... View Details

March 2020
Case

Voi Technology

By: Jeffrey F. Rayport and Olivia Hull

Voi Technology, a fast-growing start-up out of Sweden, is competing in the highly contested European e-scooter sharing market. With a presence in nearly 40 cities in Europe by February 2020, the firm is working hard to improve its unit economics to reach profitability.... View Details

February 2020 (Revised January 2024)
Case

Wellthy: The Economics of Caring

By: Brian L. Trelstad and Joseph B. Fuller

In 2014, Lindsay Jurist-Rosner (MBA ’09) founded Wellthy, a B2C business that coordinates care for working professionals seeking help to support loved ones with chronic diseases or aging parents. With personal experience as a young professional providing care for her... View Details

Keywords: B2B Vs. B2C; Future Of Work; Health; Social Entrepreneurship; Growth and Development Strategy; Health Industry; United States

February 2020
Case

Leading Change in Talent at L'Oréal

By: Lakshmi Ramarajan, Vincent Dessain and Emer Moloney

Jean-Claude Le Grand just stepped into a new role as Executive Vice-President for Human Resources at the global cosmetics company, L’Oréal. He is now responsible for the hiring, development, promotion, and retention of 83,000 employees worldwide. The highly successful... View Details

Keywords: Advertising; Business Headquarters; Business Divisions; Business Organization; Change; Change Management; Transformation; Competency and Skills; Experience and Expertise; Talent and Talent Management; Demographics; Diversity; Gender; Nationality; Multinational Firms and Management; Human Resources; Employees; Recruitment; Retention; Selection and Staffing; Innovation and Management; Jobs and Positions; Employment; Human Capital; Leadership; Leadership Development; Leadership Style; Leading Change; Management Practices and Processes; Marketing; Brands and Branding; Product Marketing; Organizations; Organizational Change and Adaptation; Organizational Structure; Personal Development and Career; Planning; Strategic Planning; Problems and Challenges; Networks; Social Psychology; Attitudes; Power and Influence; Social and Collaborative Networks; Business Strategy; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; France; Paris

December 2019
Case

CME Group in 2019

By: José B. Alvarez, Forest Reinhardt and Natalie Kindred

Chicago-based CME Group is the world’s largest futures and options marketplace, with annual trading volume of over 4.8 billion contracts in 2018. This case is set in late 2019, as heightened perceptions of risk stemming from the U.S.-China trade war are driving record... View Details

Keywords: Financial Markets; Risk Management; Futures and Commodity Futures; Trade; Price; Competition; Risk and Uncertainty; Competitive Strategy; United States; China; Brazil

November 2019
Supplement

Gillette: Cutting Prices to Regain Share

By: Benjamin C. Esty and Daniel Fisher

After losing market share to low-priced competitors such as Harry’s and Dollar Shave Club for several years, Gillette decided to fight back by cutting prices on its razors and blades in April 2017. Bonnie Herzog, an equity analyst at Wells Fargo, must assess how the... View Details

Keywords: Marketing Strategy; Product Positioning; Business Strategy; Competition; Price; Public Equity; Consumer Products Industry; Consumer Products Industry; United States

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