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      • December 2018 (Revised October 2020)
      • Case

      Shiseido: Reinvesting in Brand

      By: Jill Avery and Nobuo Sato
      Shiseido was in the midst of a six year corporate turnaround, trying to reverse the effects of decades of under-investment in R&D and marketing which had led to a cycle of declining customer support and brand value. Would the CEO’s VISION 2020 plan, centered on four... View Details
      Keywords: Brand Management; Brand Value; Turnaround; Brand Portfolio; Brand Communication; Global Brands; Digital Marketing; Return On Investment; Marketing ROI; Internet Marketing; Marketing; Marketing Strategy; Brands and Branding; Value; Growth and Development Strategy; Investment Return; Consumer Behavior; Beauty and Cosmetics Industry; Consumer Products Industry; Japan; Asia
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      Avery, Jill, and Nobuo Sato. "Shiseido: Reinvesting in Brand." Harvard Business School Case 519-026, December 2018. (Revised October 2020.)
      • November 2018
      • Case

      Yatooq: Longing for Arabic Coffee

      By: Mark Roberge, Gamze Yucaoglu and Samer Al-Rachedy
      As one of the few female entrepreneurs in Saudi Arabia, Lateefa Alwaalan had been trying to produce the perfect cup of Arabic coffee for over a decade. In 2007, she began testing various coffee blends, which she later branded Yatooq, the Arabic word for “craving” or... View Details
      Keywords: Entrepreneurial Sales; Entrepreneurial Selling; Entrepreneurial Marketing; Barrier To Entry; Business Start-ups; Yatooq; Entrepreneurship; Private Sector; For-Profit Firms; Business Strategy; Patents; Business Startups; Strategic Planning; Competitive Strategy; Adaptation; Corporate Entrepreneurship; Corporate Strategy; Food and Beverage Industry; Saudi Arabia; Asia
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      Roberge, Mark, Gamze Yucaoglu, and Samer Al-Rachedy. "Yatooq: Longing for Arabic Coffee." Harvard Business School Case 819-075, November 2018.
      • 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
      Keywords: Electronic Cigarettes; E-Cigarettes; Vaping; Nicotine Replacement; JUUL; Juuling; Advertising; Digital Marketing; Customers; Innovation and Invention; Marketing; Ethics; Brands and Branding; Marketing Communications; Marketing Strategy; Product Marketing; Corporate Social Responsibility and Impact; Social Issues; Information Technology; Technology Industry; San Francisco; California
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      Toffel, Michael W., John Masko, and Sarah Mehta. "JUUL and the Vaping Revolution." Harvard Business School Case 619-006, November 2018. (Revised January 2022.)
      • October 2018 (Revised February 2020)
      • Case

      Commonwealth Bank of Australia: Unbanklike Experimentation

      By: Ryan W. Buell and Leslie K. John
      Email mking@hbs.edu for a courtesy copy.

      In August 2017, Commonwealth Bank of Australia was looking for ways to differentiate itself from competing banks and was also trying to improve the financial well-being of... View Details
      Keywords: Transparency; Experimentation; Banks and Banking; Credit Cards; Customer Focus and Relationships; Competitive Strategy; Banking Industry; Australia
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      Buell, Ryan W., and Leslie K. John. "Commonwealth Bank of Australia: Unbanklike Experimentation." Harvard Business School Case 619-018, October 2018. (Revised February 2020.)
      • September 2018
      • Case

      OYO: Creating Effective Spaces

      By: Das Narayandas, Sunil Gupta, Rachna Tahilyani and Mahima Rao-Kachroo
      Twenty-four-year old Ritesh Agarwal, founder and CEO of India-based online hotel branding network OYO Rooms, has tackled the issue of unreliability in India's highly fragmented budget hotel industry. In 2018, OYO branded 8,500 properties across 200 cities and managed... View Details
      Keywords: Technology; Accomodation; App Development; Operations And Processes; Innovation; Strategy; Change Management; Entrepreneurship; Information Technology; Research; Marketing; Operations; Innovation Strategy; Sales; Accommodations Industry; India; South Asia
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      Narayandas, Das, Sunil Gupta, Rachna Tahilyani, and Mahima Rao-Kachroo. "OYO: Creating Effective Spaces." Harvard Business School Case 519-023, September 2018.
      • September 2018
      • Case

      Hunley, Inc.: Casting for Growth

      By: John A. Quelch and James T. Kindley
      Hunley, Inc. manufactures rods for the niche sport of fly fishing. It specializes in freshwater rods that are perceived as "middle-market" products, targeted at "avid" fly fishers. In the face of declining revenue and a decreasing price per unit sold, the company's... View Details
      Keywords: Growth and Development Strategy; Marketing Strategy; Decision Choices and Conditions; Sports; Marketing Channels; Distribution Channels
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      Quelch, John A., and James T. Kindley. "Hunley, Inc.: Casting for Growth." Harvard Business School Brief Case 919-501, September 2018.
      • August 2018 (Revised June 2019)
      • Case

      Oaktree: Pierre Foods Investment

      By: Victoria Ivashina and Mike Harmon
      This case is a setting to discuss “loan to own” investment strategy that is often pursued by distressed investors. The aftermath of the 2007 financial crisis left many companies with poor liquidity and limited ability to obtain credit. One of these companies was Pierre... View Details
      Keywords: Distress Investing; Investment; Debt Securities; Strategy; Restructuring
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      Ivashina, Victoria, and Mike Harmon. "Oaktree: Pierre Foods Investment." Harvard Business School Case 219-018, August 2018. (Revised June 2019.)
      • August 2018
      • Teaching Note

      IguanaFix

      By: Frank V. Cespedes and Thomas Eisenmann
      Teaching Note for HBS No. 817-056. IguanaFix, based in Argentina, is a platform business that connects consumers with home improvement contractors. The founders are evaluating growth options and an investment offer. The case focuses on scaling issues for a venture... View Details
      Keywords: Entrepreneurial Marketing; Home Improvement Services; Marketing Management; Scaling; Entrepreneurship; Marketing; Sales; Digital Platforms; Growth and Development Strategy
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      Cespedes, Frank V., and Thomas Eisenmann. "IguanaFix." Harvard Business School Teaching Note 819-029, August 2018.
      • July–August 2018
      • Article

      From Niche to Mainstream (HBR Case Study)

      By: Elie Ofek
      A large Japanese snack maker faces challenges in marketing products in the US. Several options for jumpstarting sales are presented. View Details
      Keywords: New Product Marketing; Retail Trade; Private Label; International Expansion; Cultural Branding; Consumer Packaged Goods (CPG); Product Marketing; Expansion; Global Range; Brands and Branding; Strategy; Food and Beverage Industry; Retail Industry
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      Ofek, Elie. "From Niche to Mainstream (HBR Case Study)." Harvard Business Review 96, no. 4 (July–August 2018).
      • June 2018
      • Case

      Forta Furniture: International Expansion

      By: John A. Quelch and Karthik Easwar
      The Forta Furniture case highlights the need to consider new market expansion to grow a firm. It demonstrates that simply doing what has always been done is not sustainable when other competitors enter the market with differentiated or potentially superior offerings.... View Details
      Keywords: Market Entry and Exit; Global Range; Decision Making; Analysis; Cross-Cultural and Cross-Border Issues; Growth and Development Strategy; Brands and Branding; Expansion
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      Quelch, John A., and Karthik Easwar. "Forta Furniture: International Expansion." Harvard Business School Brief Case 918-547, June 2018.
      • June 2018
      • Teaching Note

      Kvadrat: Leading for Innovation

      By: Boris Groysberg and Sarah L. Abbott
      In 2013, Anders Byriel, CEO of the family-owned Danish textiles company, Kvadrat, considered the firm's strategic plan. In 2000, Byriel and Mette Bendix, Kvadrat's Product Director, had taken over management of the company from their fathers, who had founded Kvadrat in... View Details
      Keywords: Leadership; Business or Company Management; Growth and Development Strategy; Human Resources; Asia
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      Groysberg, Boris, and Sarah L. Abbott. "Kvadrat: Leading for Innovation." Harvard Business School Teaching Note 418-088, June 2018.
      • June 2018 (Revised July 2018)
      • Teaching Note

      Mark43

      By: Thomas Eisenmann, Mitchell Weiss and Matt Higgins
      Teaching Note for HBS No. 817-016. The founders of Mark43, an early-stage startup that provides software for law enforcement agencies, must decide whether to bid on a request for proposals (RFP) from the Los Angeles Police Department (LAPD). On the one hand, LAPD would... View Details
      Keywords: Sales; Customers; Entrepreneurship; Applications and Software; Business Startups; Growth and Development Strategy; Decision Making; Technology Industry; District of Columbia; Los Angeles
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      Eisenmann, Thomas, Mitchell Weiss, and Matt Higgins. "Mark43." Harvard Business School Teaching Note 818-104, June 2018. (Revised July 2018.)
      • April 2018 (Revised May 2018)
      • Case

      Goldman Sachs: Making an Imprint in Impact Investing

      By: Shawn Cole, Vikram S. Gandhi, Caitlin Reimers Brumme and Lynn Schenk
      Goldman Sachs acquired Imprint Capital Advisors, a small firm that specialized in advising clients on environmental/social/governance (ESG) and impact investments. The founders sold Imprint with the belief that joining a global financial firm would help to scale impact... View Details
      Keywords: Impact Investing; ESG; Investment; Corporate Social Responsibility and Impact; Environmental Sustainability; Growth and Development Strategy; Acquisition; Integration
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      Cole, Shawn, Vikram S. Gandhi, Caitlin Reimers Brumme, and Lynn Schenk. "Goldman Sachs: Making an Imprint in Impact Investing." Harvard Business School Case 218-069, April 2018. (Revised May 2018.)
      • March 2018
      • Teaching Note

      Mavi: Fashioning a Path to Brand Growth

      By: Jill Avery and Gamze Yucaoglu
      Mavi, a leading Turkish apparel retailer, had sales of $419 million in 2015, up 20%. Growth rates like these were becoming routine at Mavi. But, its path to growth was getting more challenging, and Turkven, Mavi’s private equity partner, was planning its exit options... View Details
      Keywords: Retailing; Fashion; Brand; Brand Management; Brand Extension; Brand Equity; Private Equity; Marketing; Marketing Strategy; Brands and Branding; Growth and Development Strategy; Decision Choices and Conditions; Retail Industry; Fashion Industry; Turkey; Europe
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      Avery, Jill, and Gamze Yucaoglu. "Mavi: Fashioning a Path to Brand Growth." Harvard Business School Teaching Note 518-094, March 2018.
      • March 2018 (Revised September 2019)
      • Case

      Chewy.com (A)

      By: Jeffrey F. Rayport and Matthew G. Preble
      In late 2013, Ryan Cohen, cofounder and CEO of online pet products retailer Chewy.com, faces a “bet the company decision”—whether to stay with a third-party logistics provider (3PL) for all of its e-commerce fulfillment or to take the function in house. Cohen worries... View Details
      Keywords: Pet Food; Pet Products; Retail; Growth and Development Strategy; Service Operations; Decision Choices and Conditions; E-commerce; Retail Industry; Service Industry; Florida; United States
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      Rayport, Jeffrey F., and Matthew G. Preble. "Chewy.com (A)." Harvard Business School Case 818-079, March 2018. (Revised September 2019.)
      • March 2018
      • Teaching Note

      Project Titan at Northrop Grumman

      By: C. Fritz Foley, Lauren G. Pickle, David Lane and F. Katelynn Boland
      Teaching Note for HBS No. 215-001. In March of 2011, Northrop Grumman divested shipbuilding assets through the spin-off of Huntington Ingalls Industries. This case reviews many of the key questions faced by Northrop's CEO, CFO, and top management team during this... View Details
      Keywords: Corporate Reorganization; Spin Off; Asset Sales; Managing Portfolios Of Businesses; Managing Change; Diversification; Change Management; Restructuring; Corporate Strategy; Financial Strategy; Manufacturing Industry
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      Foley, C. Fritz, Lauren G. Pickle, David Lane, and F. Katelynn Boland. "Project Titan at Northrop Grumman." Harvard Business School Teaching Note 218-103, March 2018.
      • February 2018 (Revised October 2019)
      • Case

      HubSpot and Motion AI: Chatbot-Enabled CRM

      By: Jill Avery and Thomas Steenburgh
      HubSpot, an inbound marketing, sales, and customer relationship management (CRM) software provider, announced that it had acquired Motion AI, a software platform that enabled companies to easily build and deploy chatbots, fueled by artificial intelligence, to interact... View Details
      Keywords: CRM; Sales Management; Customer Service; Artificial Intelligence; B2B Vs. B2C; Business Marketing; SaaS; Marketing; Marketing Strategy; Brands and Branding; Customer Focus and Relationships; Sales; Salesforce Management; Technological Innovation; Applications and Software; Customer Relationship Management; AI and Machine Learning; Technology Industry; Service Industry; United States; North America
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      Avery, Jill, and Thomas Steenburgh. "HubSpot and Motion AI: Chatbot-Enabled CRM." Harvard Business School Case 518-067, February 2018. (Revised October 2019.)
      • February 2018
      • Case

      Rosslyn Resource: Monetization and Sales Strategy

      By: Robert J. Dolan and Sunru Yong
      Rosslyn Resource identifies exploration targets (potential mineral deposits) in the mining industry and advances them until the project can be monetized, usually through sale to a larger mining company, in return for an upfront fee and a royalty on future revenues.... View Details
      Keywords: Strategy; Decision Choices and Conditions; Business Model; Organizational Change and Adaptation; Mining Industry
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      Dolan, Robert J., and Sunru Yong. "Rosslyn Resource: Monetization and Sales Strategy." Harvard Business School Brief Case 918-509, February 2018.
      • February 2018
      • Teaching Note

      Rosslyn Resource: Monetization and Sales Strategy (Brief Case)

      By: Robert J. Dolan and Sunru Yong
      Teaching Note for HBS No. 918-509. View Details
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      Dolan, Robert J., and Sunru Yong. "Rosslyn Resource: Monetization and Sales Strategy (Brief Case)." Harvard Business School Teaching Note 918-510, February 2018.
      • January 2018
      • Supplement

      Peak Games: Hiring Priorities in Times of Rapid Growth (B)

      By: William R. Kerr and Gamze Yucaoglu
      On November 7, 2017, Sidar Şahin, founder and CEO of Peak Games, a Turkey-based global mobile gaming company, had just closed the sale of Peak Games’ card games studio. This sale included three of the company’s top grossing games and half of its team. Sahin was happy... View Details
      Keywords: Games; Gaming; Acquisitions; Exits; Private Sector; Decision; Games, Gaming, and Gambling; Emerging Markets; Acquisition; Entrepreneurship; For-Profit Firms; Business Model; Business Strategy; Competitive Advantage; Growth and Development Strategy; Decision Making; Value Creation; Leading Change; Management Teams; Technology Industry; Turkey
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      Kerr, William R., and Gamze Yucaoglu. "Peak Games: Hiring Priorities in Times of Rapid Growth (B)." Harvard Business School Supplement 818-084, January 2018.
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