Publications
Publications
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- All HBS Web
(1,946)
- Faculty Publications (628)
- June 2018
- Case
Meridian Systems
By: Frank V. Cespedes and Michael J. Roberts
The Meridian Systems case focuses on a start-up in the restaurant point of sale (POS) systems market. In early 2018, Meridian is getting ready to roll out a POS system based on a new technology—a tablet-based, Wi-Fi-enabled POS system (the "tablet" system, or... View Details
- June 2018
- Teaching Note
Meridian Systems (Brief Case)
By: Frank V. Cespedes and Michael J. Roberts
Teaching Note for HBS No. 918-533. The key issues discussed in the Meridian teaching note concern sales force deployment: decisions about how to focus sales efforts with respect to territories, customers, and products. The teaching note explains the strengths and... View Details
- 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
- April 2018
- Teaching Note
Formlabs: Selling a New 3D Printer
By: Frank Cespedes
Teaching Note for HBS No. 817-001. Formlabs is a venture that manufactures and sells 3D printers used in a variety of industries and applications. As the young company prepares to ship its latest model, the head of Customer Development is tasked with developing a... View Details
Keywords: 3D Printing And Manufacturing; Sales Channel Development; Sales Strategy; Entrepreneurial Management; Product Engineering; Prototype; Prototyping; Entrepreneurship; Product Launch; Information Infrastructure; Business Startups; Customers; Technological Innovation; Growth and Development Strategy; Technology Adoption; Marketing Channels; Marketing Strategy; Product Positioning; Demand and Consumers; Sales; Salesforce Management; Technology Industry; Computer Industry; Manufacturing Industry; United States; Massachusetts; Europe; Asia
- April 2018
- Teaching Note
InsideSales.com (A) and (B)
By: Frank Cespedes
Teaching Note for HBS Nos. 817-018 and 817-042. InsideSales.com (ISC) has been successful selling its software to small- and medium-sized businesses (SMB). But for various reasons, the founders see “the next stage of growth” as building a scalable sales and service... View Details
- 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
- March 2018
- Teaching Note
Augmedix
Teaching Note for HBS No. 817-048. Augmedix provides a service that live-streams video of patient appointments to a remote scribe, freeing up significant physician time from electronic medical record data-entry tasks. The venture is confronting decisions in areas such... View Details
- 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
- 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
- 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
- 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
- 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
- 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
- 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
- January 2018
- Case
Ak Gıda: IPO or Strategic Sale
By: Suraj Srinivasan and Eren Kuzucu
In 2015, Yıldiz Holding, one of the world’s largest producer of confections, biscuits and crackers, was at the end of its divestiture process from Ak Gida, one of the leading dairy companies in Turkey. The company had adopted a dual track process, pursuing an initial... View Details
Keywords: Valuation; Private Sector; For-Profit Firms; Business Model; Business Strategy; Competitive Advantage; Growth and Development Strategy; Value Creation; Decision Making; Growth Management; Mergers and Acquisitions; Initial Public Offering; Business Conglomerates; Business Exit or Shutdown; Family Business; Joint Ventures; Food and Beverage Industry; Turkey
- January 2018 (Revised March 2020)
- Case
SAP: Branding in the Digital Age
By: Das Narayandas and Amram Migdal
By 2017, digital, social, and mobile technologies were rapidly changing the way many of SAP’s traditional customers did business over the last decade. In response to this trend, SAP had acquired companies with capabilities in e-commerce, human capital, workforce... View Details
- January 2018 (Revised October 2019)
- Case
Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand
By: Jill Avery
A 16th century Renaissance masterpiece, missing for 137 years, believed by many to have been destroyed and then rediscovered less than a decade ago, becomes the most expensive painting ever sold, all the while surrounded by controversy. Did the buyer of Leonardo da... View Details
Keywords: Brands; Brand Valuation; Art Collector; Arts Marketing; Auction House; Auctions; Luxury Brand; Luxury Consumers; Luxury Goods; Marketing; Valuation; Marketing Strategy; Arts; Luxury; Value; Brands and Branding; Fine Arts Industry; Italy; United Kingdom; Europe; United States; United Arab Emirates
- January 2018 (Revised January 2019)
- Case
ZappRx
By: Jeffrey J. Bussgang and Olivia Hull
In October 2015, ZappRx founder Zoe Barry is deciding between two business models for her health technology start-up. Her product, a software application that aims to expedite the prescription fulfillment process for patients with rare diseases, has attracted interest... View Details
- January 2018 (Revised May 2019)
- Case
Adeo Health Science: Turning a Product into a Brand
By: Elizabeth A. Keenan and Jill Avery
For decades, American parents were warned to avoid introducing potential allergens to their babies prior to their first birthday. But two influential clinical studies caused the medical establishment to radically reverse its position. Parents were now warned that... View Details
Keywords: Startup; Health Care; Consumer; Consumer Products; Branding; Distribution; Retailing; Go To Market Strategy; Marketing; Marketing Channels; Marketing Communications; Brands and Branding; Marketing Strategy; Entrepreneurship; Health Care and Treatment; Consumer Products Industry; Health Industry; United States; North America
- December 2017 (Revised March 2019)
- Case
Armarium: Luxury Fashion Brands for Rent
By: Jill Avery, David Fubini, Natasha Dossa and Devon Stewart
Armarium, a two-sided online platform that offered consumers the opportunity to rent the most coveted, current season high fashion clothing and accessories from the top global luxury brands, had emerged from its first sales season with two distinct customer segments:... View Details
Keywords: Brand Management; Retailing; Sharing Economy; Luxury Brand; Ecommerce; Startup; Fashion; Brand Positioning; Customer Acquisition; Internet Marketing; Marketing; Marketing Channels; Marketing Strategy; Brands and Branding; Business Startups; Luxury; Consumer Behavior; Growth and Development Strategy; Social Media; E-commerce; Fashion Industry; Retail Industry; Apparel and Accessories Industry; United States; North America