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Rebecca A. Karp

Rebecca Karp is an Assistant Professor in the Strategy Unit at Harvard Business School. She teaches Strategy in the MBA required curriculum. Professor Karp is a field researcher and ethnographer. Her research examines how companies formulate and... View Details

March 2019
Case

DayTwo: Going to Market with Gut Microbiome

By: Ayelet Israeli and David Lane

DayTwo is a young Israeli startup that applies research on the gut microbiome and machine learning algorithms to deliver personalized nutritional recommendations to its users in order to minimize blood sugar spikes after meals. After a first year of trial rollout in... View Details

2013
Chapter

Gender Bender Brand Hijacks and Consumer Revolt: The Porsche Cayenne Story

Throughout history, marketers have created gendered brands, creating their brands and the stories they crafted about them in their advertising to appeal either to men or to women. Gendered brands deliver value to consumers, and therefore, deliver value to marketers.... View Details

Keywords: Consumer Behavior; Brands; Brand Positioning; Brand Equity; Brand Management; Advertising Campaigns; Customer Focus and Relationships; Marketing; Brands and Branding; Marketing Strategy; Auto Industry; Consumer Products Industry

February 2022
Teaching Note

AptDeco: Circular Economy Furniture Marketplace

By: Ayelet Israeli

Teaching Note for HBS Case No. 521-069. AptDeco, a used furniture marketplace, was growing rapidly in the tri-state area. The co-founders were confident that the business model, financial position, and unit economics positioned AptDeco for scaling in the massive $120... View Details

Keywords: E-Commerce Strategy; Mobile; Word-of-Mouth; Word Of Mouth; Word-of-mouth Marketing; Internet Marketing; Growth Strategy; Platform; Platforms; Two Sided Markets; Two-sided Market; Two-sided Marketplace; Two-Sided Markets; Two-sided Network; Black Entrepreneurs; Black Leadership; African Americans; African-American Protagonist; Circular; Peer-to-peer Markets; Furniture Industry; Growth Hacking; Monetization Strategy; Growth Management; Marketing Strategy; Entrepreneurship; Digital Platforms; Marketing Channels; Digital Marketing; Consumer Behavior; Acquisition; Retention; Growth and Development Strategy; Customer Focus and Relationships; Expansion; Brands and Branding; E-commerce; Retail Industry; Consumer Products Industry; Technology Industry; Web Services Industry; United States; North America; New York (city, NY); New York (state, US)

March 2021 (Revised December 2021)
Case

Cedar Environmental: Innovation vs. Corruption in Lebanon?

By: Nien-hê Hsieh and Youssef Abdel Aal

The case follows Ziad Abi Chaker, founder and CEO of Cedar Environmental, as he weighs options for how to grow the company in the face of growing economic and political instability in Lebanon in 2019.

Founded after the Lebanese civil war, Cedar... View Details

October 2002 (Revised March 2013)
Case

Intermountain Health Care

By: Richard M.J. Bohmer, Amy C. Edmondson and Laura Feldman

Intermountain Health Care (IHC), an integrated delivery system based in Utah, has adopted a new strategy for managing health care delivery. The approach focuses management attention not only on the facilities where care takes place but also on physician decision making... View Details

Keywords: Ethnicity; Innovation Strategy; Cost Management; Information Technology; Organizational Structure; Technology Adoption; Performance Improvement; Problems and Challenges; Adoption; Change Management; Cost vs Benefits; Health Care and Treatment; Health Industry; Utah

November 2003 (Revised April 2004)
Background Note

Why Consumers Don't Buy: The Psychology of New Product Adoption

By: John T. Gourville

Looks at the consumer psychology of new product adoption. Identifies a key reason why consumers do not adopt innovations as quickly as developers think they should--an irrational resistance to behavioral change. Identifies strategies for firms to manage and overcome... View Details

Keywords: Product Launch; Consumer Behavior; Social Psychology

Career Coach

Saachi Gopal

Saachi is excited to help both career switchers and those coming to school from the tech industry explore opportunities and navigate recruiting. Prior to HBS, Saachi was a product manager on Microsoft’s AI platform team, and she spent the... View Details

March 2015
Case

Statoil: Transparency on Payments to Governments

By: George Serafeim

The Statoil case describes the challenge of increasing transparency, in extractive industries, around host county government payments. The case describes Statoil's reasoning behind voluntarily disclosing host country government payments, and the events that led to this... View Details

Keywords: Corruption; Disclosure; Disclosure Strategy; Regulation; Industry Self-regulation; Corporate Governance; Corporate Accountability; Bribery; Sustainability; Corporate Social Responsibility; Government Legislation; Cost vs Benefits; Corporate Disclosure; Mining; Mining Industry; United States

February 1995 (Revised June 1999)
Case

Chemical Bank: Implementing the Balanced Scorecard

By: Robert S. Kaplan and Norman Klein

The retail bank division of Chemical Bank faces declining margins and increased competition in its credit and deposit gathering and processing business. It wishes to implement a new strategy to become a preferred financial service provider to target customer groups.... View Details

Keywords: Balanced Scorecard; Adoption; Growth and Development Strategy; Communication Strategy; Customer Relationship Management; Management Systems; Performance Evaluation; Banks and Banking; Measurement and Metrics; Banking Industry

January 2019 (Revised October 2019)
Case

Commercial Sales Transformation at Microsoft

By: Doug J. Chung

Industry leaders should adapt to changes in the business context and consider different ways to grow. Advances in technology had shifted software demand to the cloud. As a result, Microsoft announced a strategic shift in direction from its existing ‘Windows first’... View Details

Keywords: Sales; Strategy; Transformation

January 2015 (Revised July 2015)
Case

Jimmy Choo

By: Anat Keinan and Sandrine Crener

Jimmy Choo is a British luxury accessories brand, specializing in shoes, handbags, accessories, and fragrances. Founded in 1996 in London by couture shoe designer Jimmy Choo and Vogue accessories editor Tamara Mellon OBE, the brand enjoyed immediate success and rapidly... View Details

March 2022 (Revised February 2023)
Case

Sunōmi Switchel: Time to Switch?

By: Lindsay N. Hyde, Shani Carter McKinney and Alexandra Horvitz

Nicole Blank has bootstrapped her functional beverage company, Sunōmi Switchel, to contracts with leading grocery retailers. She is now faced with a series of choices for if and how to continue to grow the business. View Details

Keywords: Startup; Start-up; Startup Management; Burnout; Entrepreneur; Entrepreneurial Journey; Bootstrap; Entrepreneurship; Growth and Development Strategy; Business Startups; Crisis Management; Financial Condition; Retail Industry; Food and Beverage Industry; District of Columbia

September 2016 (Revised April 2020)
Case

Dwyane Wade

By: Anita Elberse and Jennifer Schoppe

In July 2016, while on his annual China tour to help promote the sportswear brand Li-Ning, basketball superstar Dwyane Wade and his long-time business manager, Lisa Joseph-Metelus, face a decision regarding one of his other business partnerships—that with the American... View Details

Keywords: Branding; Fashion; Superstar; Celebrity Endorsement; Innovation; Creative Industries; Talent; General Management; Sports; Entertainment; Brands and Branding; Marketing; Management; Strategy; Personal Development and Career; Consumer Products Industry; Fashion Industry; Sports Industry; China

April 2012
Supplement

Meli Marine, Instructor Supplement (Brief Case)

By: Richard G. Hamermesh and Sunru Yong

Keywords: Asia; Singapore; Industry Structure; Operations Management; Capacity Analysis; Packaging Cartons ＆Containers; Supply Chain Management; Competitive Strategy; Logistics; Industry Structures; Performance Capacity; Singapore

April 2012
Supplement

Meli Marine, Spreadsheet Supplement (Brief Case)

By: Richard G. Hamermesh and Sunru Yong

Keywords: Asia; Singapore; Industry Structure; Operations Management; Capacity Analysis; Packaging Cartons ＆Containers; Supply Chain Management; Competitive Strategy; Logistics; Industry Structures; Performance Capacity; Singapore

2010
Book

One Strategy: Organization, Planning, and Decision Making

By: Steven Sinofsky and Marco Iansiti

Learn from the concepts, capabilities, processes, and behaviors that aligned around one strategy with the hard-won, first-person wisdom found in One Strategy. Challenging traditional views of strategy and operational execution, this book - written by Microsoft... View Details

Keywords: Strategy; Organizations; Planning; Decision Making

Find at Harvard

Stephen P. Bradley

Professor Bradley is the William Ziegler Professor of Business Administration Emeritus at the Harvard Business School. In addition to teaching Management and Strategy in the Owner President Management Program and leading an... View Details

Keywords: e-commerce industry; financial services; health care; high technology; internet; pharmaceuticals; telecommunications

17 Mar 2010
Working Paper Summaries

Conceptual Foundations of the Balanced Scorecard

Keywords: by Robert S. Kaplan

Chiara Farronato

Chiara Farronato is Glenn and Mary Jane Creamer Associate Professor of Business Administration in the Technology and Operations Management Unit at Harvard Business School, and co-Principal Investigator of the Platform Lab at the Digital... View Details

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