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  • All HBS Web  (9,967)
    • People  (16)
    • News  (1,220)
    • Research  (7,563)
    • Events  (15)
    • Multimedia  (33)
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  • August 2018 (Revised February 2023)
  • Case

Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

By: Jill Avery and Ayelet Israeli
As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating... View Details
Keywords: DTC; Direct To Consumer Marketing; Health Care; Mobile; Attribution; Experimentation; Experiments; Churn/retention; Customer Lifetime Value; Internet Marketing; Big Data; Analytics; A/B Testing; CRM; Advertising; Marketing; Marketing Channels; Marketing Strategy; Media; Brands and Branding; Marketing Communications; Digital Marketing; Consumer Behavior; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Social Media; E-commerce; Analytics and Data Science; Health Industry; Consumer Products Industry; United States; North America; Europe
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Avery, Jill, and Ayelet Israeli. "Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing." Harvard Business School Case 519-011, August 2018. (Revised February 2023.)
  • October 2012
  • Supplement

Winfield Refuse Management, Inc.: Raising Debt vs. Equity, Spreadsheet for Students (Brief Case) (CW)

By: W. Carl Kester and Sunru Yong
Keywords: United States; Acquisitions; Equity Capital; Debt Management; Financial Analysis; Administrative/Support/Waste Management/Remediation Services; Expansion; Capital Structure; Leveraged Buyouts; Borrowing and Debt; Equity; United States
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Kester, W. Carl, and Sunru Yong. "Winfield Refuse Management, Inc.: Raising Debt vs. Equity, Spreadsheet for Students (Brief Case) (CW)." Harvard Business School Spreadsheet Supplement 913-532, October 2012.
  • October 2007 (Revised October 2009)
  • Case

Global Climate Change and BP

By: Forest L. Reinhardt and Mikell Hyman
Following the sudden resignation of Sir John Browne, Tony Hayward, BP CEO, must decide how global climate change management will figure into BP's corporate strategy. Climate change management was a major part of BP's strategy under Browne: In 1997 Browne broke from his... View Details
Keywords: Change Management; Climate Change; Corporate Strategy; Corporate Social Responsibility and Impact; Management Teams; Environmental Sustainability; Government and Politics; Energy Sources; Global Strategy; Operations; Utilities Industry; Energy Industry; United Kingdom
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Reinhardt, Forest L., and Mikell Hyman. "Global Climate Change and BP." Harvard Business School Case 708-026, October 2007. (Revised October 2009.)
  • 10 Oct 2023
  • Cold Call Podcast

Scaling Two Businesses Against the Odds: Wendy Estrella’s Founder’s Journey

Keywords: Re: Jeffrey J. Bussgang; Legal Services; Real Estate
  • March 1996
  • Case

New Product Development at Canon: The Contact Sensor Project

By: Joseph L. Bower and Michael Partington
Canon is one of the leading innovators in the world. This case describes the processes by which Canon manages the flow of ideas from basic science to new products, and how it harnesses product innovation to a strategy of diversification. View Details
Keywords: Innovation and Management; Strategic Planning; Innovation and Invention; Innovation Strategy; Management Practices and Processes; Diversification; Success; Consumer Products Industry
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Bower, Joseph L., and Michael Partington. "New Product Development at Canon: The Contact Sensor Project." Harvard Business School Case 396-247, March 1996.
  • June 2011 (Revised December 2013)
  • Case

FIJI Water: Carbon Negative?

By: Francesca Gino, Michael W. Toffel and Stephanie van Sice
Seeking to go beyond global best practices in reducing environmental impacts, FIJI Water, a premium artesian bottled water company in the United States, launched a Carbon Negative campaign that would offset more greenhouse gas emissions than were released by the... View Details
Keywords: Carbon Footprint; Carbon Offsetting; Corporate Social Responsibility and Impact; Environmental Sustainability; Brands and Branding; Negotiation Tactics; Business and Government Relations; Corporate Strategy; Food and Beverage Industry; United States; Fiji
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Gino, Francesca, Michael W. Toffel, and Stephanie van Sice. "FIJI Water: Carbon Negative?" Harvard Business School Case 611-049, June 2011. (Revised December 2013.)
  • March 2022 (Revised January 2023)
  • Case

Innovation at Moog Inc.

By: Brian J. Hall, Ashley V. Whillans, Davis Heniford, Dominika Randle and Caroline Witten
This case focuses on the challenges of incentivizing innovation within Moog, an engineering company based in New York state that designs and builds guidance systems for space, air, and land-based travel. The case enables students to grapple with the challenges of using... View Details
Keywords: Innovation; Innovation Lab; Innovation Management; Motivation; Incentives; Culture; Compensation; Compensation And Benefits; Scalability; Business Growth and Maturation; Collaborative Innovation and Invention; Independent Innovation and Invention; Innovation and Management; Innovation Leadership; Innovation Strategy; Organizational Culture; Performance Consistency; Performance Effectiveness; Performance Efficiency; Performance Productivity; Performance Evaluation; Creativity; Motivation and Incentives; Aerospace Industry; Transportation Industry; United States
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Hall, Brian J., Ashley V. Whillans, Davis Heniford, Dominika Randle, and Caroline Witten. "Innovation at Moog Inc." Harvard Business School Case 922-040, March 2022. (Revised January 2023.)
  • August 2005 (Revised January 2012)
  • Case

McKinsey and the Globalization of Consultancy

By: Geoffrey G. Jones and Alexis Lefort
Considers McKinsey's strategy during the first stage of the globalization of the management consultancy industry between the 1950s and 1973. Briefly reviews the history of management consulting before considering the factors that led McKinsey to open its first... View Details
Keywords: History; Demand and Consumers; Strategy; Globalized Firms and Management; Service Operations; Consulting Industry
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Jones, Geoffrey G., and Alexis Lefort. "McKinsey and the Globalization of Consultancy." Harvard Business School Case 806-035, August 2005. (Revised January 2012.)
  • Video

Naguib Sawiris

Naguib Sawiris, Chairman of Orascom TMT Investments, outlines the management strategies he undertook in high-risk markets, providing examples from his divergent experiences in Iraq and Algeria. View Details
  • September 2005 (Revised February 2007)
  • Case

Angels and Devils: Best Buy's New Customer Approach (A)

By: Anita Elberse, John T. Gourville and Das Narayandas
In November 2004, The Wall Street Journal reported that consumer electronics retailer Best Buy's new customer approach was to shun the "devils" among its customers. The "customer centricity" initiative, which was led by Best Buy's CEO Brad Anderson, was based on an... View Details
Keywords: History; Customer Relationship Management; Opportunities; Marketing Strategy; Leadership Style; Problems and Challenges; Growth and Development Strategy; Retail Industry; Electronics Industry
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Elberse, Anita, John T. Gourville, and Das Narayandas. "Angels and Devils: Best Buy's New Customer Approach (A)." Harvard Business School Case 506-007, September 2005. (Revised February 2007.)
  • March 1981 (Revised November 1998)
  • Supplement

Corning Glass Works International (C2)

By: Christopher A. Bartlett and Michael Y. Yoshino
Follows the impact of a change in global strategy on a diversified company's global organization structure. Reviews the company's subsequent performance internationally. Also presents reflections by top management on future possible change in the organization... View Details
Keywords: Global Strategy; Change; Performance; Globalized Firms and Management; Management Teams; Manufacturing Industry
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Bartlett, Christopher A., and Michael Y. Yoshino. "Corning Glass Works International (C2)." Harvard Business School Supplement 381-164, March 1981. (Revised November 1998.)
  • June 2023
  • Simulation

Artea Dashboard and Targeting Policy Evaluation

By: Ayelet Israeli and Eva Ascarza
Companies deploy A/B experiments to gain valuable insights about their customers in order to answer strategic business problems. In marketing, A/B tests are often used to evaluate marketing interventions intended to generate incremental outcomes for the firm. The Artea... View Details
Keywords: Algorithm Bias; Algorithmic Data; Race And Ethnicity; Experimentation; Promotion; Marketing And Society; Big Data; Privacy; Data-driven Management; Data Analysis; Data Analytics; E-Commerce Strategy; Discrimination; Targeted Advertising; Targeted Policies; Pricing Algorithms; A/B Testing; Ethical Decision Making; Customer Base Analysis; Customer Heterogeneity; Coupons; Marketing; Race; Gender; Diversity; Customer Relationship Management; Marketing Communications; Advertising; Decision Making; Ethics; E-commerce; Analytics and Data Science; Retail Industry; Apparel and Accessories Industry; United States
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Israeli, Ayelet, and Eva Ascarza. "Artea Dashboard and Targeting Policy Evaluation." Harvard Business School Simulation 523-707, June 2023.
  • September 2023 (Revised June 2024)
  • Case

CyberArk: Fearlessly Forward in a Digital World

By: David B. Yoffie and Daniela Beyersdorfer
CyberArk was a leader in privileged access management and was an emerging leader in security identity. This case explores strategies in cybersecurity and whether big bets are needed to become a global leader. View Details
Keywords: Cybersecurity; Strategy; Technological Innovation; Technology Industry
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Yoffie, David B., and Daniela Beyersdorfer. "CyberArk: Fearlessly Forward in a Digital World." Harvard Business School Case 724-382, September 2023. (Revised June 2024.)

    Joseph L. Bower

    JOSEPH L. BOWER, Donald K. David Professor Emeritus, has been a leader in general management at Harvard Business School for 51 years. He also served on the faculty of the Harvard Kennedy School during its first decade.  He has served in many administrative roles... View Details

    Keywords: banking; chemical; electronics; financial services; home appliances; hotels & motels; information technology industry; insurance industry; private equity (LBO funds); retailing
    • 11 Feb 2013
    • News

    Ten Questions: Cynthia Montgomery

    • April 1997 (Revised July 1997)
    • Case

    KPMG Peat Marwick U.S.: One Giant Brain

    Demonstrates how organizations can move toward creation of processes and information technology infrastructures for effective knowledge management in order to enhance performance and productivity. More specifically, describes the knowledge management strategy of KPMG... View Details
    Keywords: Internet; Information Technology; Knowledge Management; Service Industry; Consulting Industry; United States
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    Alavi, Maryam. "KPMG Peat Marwick U.S.: One Giant Brain." Harvard Business School Case 397-108, April 1997. (Revised July 1997.)
    • May 2013
    • Supplement

    Studio Moderna—A Venture in Eastern Europe

    By: Jim Sharpe
    This is the Spreadsheet Supplement for Studio Moderna—A Venture in Eastern Europe (HBS Case #808110). Includes Exhibit 3a, Exhibit 3b, Exhibit 5, and Exhibit 6. View Details
    Keywords: Entrepreneurial Management; Entrepreneurial Marketing; Entrepreneurial Organizations; International Entrepreneurship; International Expansion; Consumer Marketing; Consumer Goods; Innovation; Leadership; Organizational Structure; Advertising; Internet; Marketing; General Management; Growth; Organizational Development; Television; Entrepreneurship; Geographic Location; Globalization; Cross-Cultural and Cross-Border Issues; Digital Marketing; Business Strategy; Marketing Channels; Media; Consumer Products Industry; Distribution Industry; Retail Industry; Slovenia; Slovakia; Croatia; Macedonia; Bulgaria; Serbia and Montenegro; Poland; Hungary; Bosnia and Hercegovina; Czech Republic; Lithuania; Albania; Romania; Central Asia
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    Sharpe, Jim. "Studio Moderna—A Venture in Eastern Europe." Harvard Business School Spreadsheet Supplement 813-707, May 2013.
    • February 2011
    • Article

    The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography

    By: Neeru Paharia, Anat Keinan, Jill Avery and Juliet B. Schor
    We introduce the concept of an underdog brand biography (UBB) to describe an emerging trend in branding in which firms author an historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential... View Details
    Keywords: Marketing; Brand Management; Brands; Brand Building; Brand Positioning; Competitive Positioning; Advertising; Marketing Communication; Biography; Brands and Branding; Product Marketing; Emerging Markets; Network Effects; Demand and Consumers; Marketing Communications; Cost vs Benefits; Perspective; Advertising Campaigns; Marketing Strategy; Apparel and Accessories Industry; Advertising Industry; Beauty and Cosmetics Industry; Consumer Products Industry; Fashion Industry; Food and Beverage Industry
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    Paharia, Neeru, Anat Keinan, Jill Avery, and Juliet B. Schor. "The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography." Journal of Consumer Research 37, no. 5 (February 2011): 775–790. (Finalist, 2014 Best Article Award for a paper published in JCR in 2011.)

      Jeffrey J. Bussgang

      General Partner, Flybridge Capital Partners

      Former entrepreneur turned VC, HBS Senior Lecturer, author of three, dad of three, husband of one, civic leader, and fan of all Boston sports.

      Jeffrey J. Bussgang is a Senior... View Details

      • March 1998 (Revised March 1999)
      • Case

      NIKE, Inc. in the 1990s (C)

      By: John A. Quelch
      In 1998, Nike's earnings and sales growth slowed. Management faced new competition from Adidas. This case asks students to review the various strategies (including diversification into sports equipment) pursued by Nike to resuscitate corporate growth. View Details
      Keywords: Diversification; Competition; Product Launch; Brands and Branding; Growth and Development Strategy; Apparel and Accessories Industry; Sports Industry
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      Quelch, John A. "NIKE, Inc. in the 1990s (C)." Harvard Business School Case 598-119, March 1998. (Revised March 1999.)
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