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November 2024
Case

Ather Energy: The Future of Mobility

By: Shunyuan Zhang, Kannan Srinivasan and Malini Sen

Ather Energy, India’s third-largest electric scooter maker by volume, was founded in 2013. Five years later, the start-up launched its first electric scooter, Ather 450, which was powered by artificial intelligence (AI) and the Internet of Things (IoT), to navigate... View Details

Keywords: Energy Policy; Climate Change; Alternative Energy; Corporate Entrepreneurship; Transportation; Transformation; Green Technology; Technology Adoption; Communication Strategy; Marketing Strategy; Customer Focus and Relationships; Asia; India

November 2022 (Revised March 2023)
Supplement

JUUL and the Vaping Revolution: A 2022 Update

By: Michael W. Toffel and Sarah Mehta

This slide deck provides a brief update (2019-2022) on the rise and fall of JUUL Labs, the maker of the popular JUUL e-cigarette. View Details

November 2022 (Revised March 2023)
Supplement

JUUL and the Vaping Revolution: A 2022 Update

By: Michael W. Toffel and Sarah Mehta

This case provides a brief update (2019-2022) on the rise and fall of JUUL Labs, the maker of the popular JUUL e-cigarette. View Details

November 2022
Case

Ajax Health: A New Model for Medical Technology Innovation

By: Regina E. Herzlinger and Ben Creo

This case teaches key success factors for both startup and established MedTech firms. It examines how to structure a firm to maximize innovation and financial returns with organizational structures that better align the incentives for the different skill sets... View Details

Keywords: Business Startups; Success; Innovation Strategy; Mergers and Acquisitions; Market Entry and Exit; Financial Strategy; Business Model; Partners and Partnerships; Entrepreneurship; Private Equity; Technology Industry; Medical Devices and Supplies Industry

November 2022 (Revised June 2023)
Case

UGG Steps into the Metaverse

By: Shunyuan Zhang, Sharon Joseph, Sunil Gupta and Julia Kelley

In the fall of 2022, boot maker UGG and its parent company, Deckers, were working to position the brand in the nascent but fast growing metaverse. The metaverse, the online realm that individual users could navigate as digital avatars, was becoming more commercialized,... View Details

Keywords: Metaverse; Digital Marketing; Innovation and Invention; Marketing Channels; Marketing Strategy; Social Marketing; Internet and the Web; Apparel and Accessories Industry; Fashion Industry; Information Technology Industry; United States

August 2022
Exercise

Joy4Home Brands: Pricing Matters

By: Elie Ofek, Oded Koenigsberg and Marco Bertini

Joy4Home Brands, the maker of novel houseware items, was gearing up for its launch. The company would be introducing two lines: kitchenware products and storage containers. The initial go-to-market plan called for a direct to consumer (DTC) channel strategy. While... View Details

Keywords: DTC; Pricing Decisions; B2B; Product Marketing; Product Launch; Marketing Strategy; Business Model; Opportunities; Consumer Products Industry

August 2021
Supplement

Coats: Supply Chain Challenges: Spreadsheet Supplement

By: Willy C. Shih

Coats, the largest thread maker in the world, transformed its business to digital colour measurement so that it could respond better to customer demand in the garment industry for rapid product cycles and more fragmented colour choices. Its embrace of digital colour... View Details

Keywords: Inventory Management; Supply Chain; Inventory; Supply Chain Management; Operations; Growth and Development Strategy; Forecasting and Prediction; Demand and Consumers; Consolidation; Apparel and Accessories Industry; Asia

2020
Working Paper

Targeting for Long-Term Outcomes

By: Jeremy Yang, Dean Eckles, Paramveer Dhillon and Sinan Aral

Decision makers often want to target interventions so as to maximize an outcome that is observed only in the long term. This typically requires delaying decisions until the outcome is observed or relying on simple short-term proxies for the long-term outcome. Here we... View Details

Keywords: Targeted Marketing; Optimization; Churn Management; Marketing; Customer Relationship Management; Policy; Learning; Outcome or Result

Summer 2020
Article

Tech Clusters

By: William R. Kerr and Frederic Robert-Nicoud

Tech clusters like Silicon Valley play a central role for modern innovation, business competitiveness, and economic performance. This paper reviews what constitutes a tech cluster, how they function internally, and the degree to which policy makers can purposefully... View Details

Keywords: Clusters; Agglomeration; Innovation; Industry Clusters; Innovation and Invention; Entrepreneurship; Patents

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June 2020
Case

What IKEA Do We Want?

By: Juan Alcácer, Cynthia A. Montgomery, Emilie Billaud and Vincent Dessain

In 2018, Swedish furniture maker IKEA was undergoing a significant transformation. Challenged by the rise of online shopping and changing consumer behavior, and mourning the death of its founder, the Company's top executives knew they had to step out of their comfort... View Details

Keywords: Business Strategy; Transformation; Leading Change; Mission and Purpose; Business Model; Emerging Markets; Customer Focus and Relationships; Organizational Culture; Disruption; Consumer Products Industry; Retail Industry; Europe; Netherlands; Sweden; China; India; United States

2020
Working Paper

Tech Clusters

By: William R. Kerr and Frederic Robert-Nicoud

Tech clusters like Silicon Valley play a central role for modern innovation, business competitiveness, and economic performance. This paper reviews what constitutes a tech cluster, how they function internally, and the degree to which policy makers can purposefully... View Details

Keywords: Clusters; Agglomeration; Innovation; Industry Clusters; Innovation and Invention; Entrepreneurship; Patents

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

July–August 2018
Article

From Niche to Mainstream (HBR Case Study)

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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February 2017 (Revised April 2018)
Case

Kameda Seika: Cracking the U.S. Market

By: Elie Ofek, Nobuo Sato and Akiko Kanno

In spring 2016, Kameda’s CEO, Michiyasu Tanaka, is facing difficult questions from board members over the lackluster performance of the company’s U.S. subsidiary. Kameda was the leading player in the Japanese rice cracker market and was looking to expand overseas to... View Details

Keywords: Marketing Strategy; Growth and Development Strategy; Adaptation; Performance Improvement; Food and Beverage Industry; Manufacturing Industry; Japan; United States

January 2016
Case

Open Innovation at Fujitsu (A)

By: Amy C. Edmondson and Jean-François Harvey

This case study examines the open innovation journey at Fujitsu, a global information and communication technology company. The case ends with the location decision between Tokyo, Japan, downtown San Francisco or Sunnyvale, California, regarding establishing a small... View Details

January 2016
Supplement

Open Innovation at Fujitsu (B)

By: Amy C. Edmondson and Jean-François Harvey

This add-on case study reveals the location decision that was made in front of the challenge presented in case study #616-034. The launch of the Open Innovation Gateway (OIG) was a success. Fujitsu's management team now had to figure out the best way to continue to... View Details

Keywords: Open Innovation; Collaboration; Culture Change; Inter-organizational Relationships; Teaming; Maker Movement; Nascent Industries; Change Management; Leading Change; Organizational Culture; Leadership; Emerging Markets; Collaborative Innovation and Invention; Information Technology Industry; Technology Industry; Japan; United States; Sunnyvale

April 2015 (Revised June 2016)
Case

The Transformation of NCR

By: David Collis, Raffaella Sadun and Matthew Shaffer

During his tenure as CEO since 2005, Bill Nuti had moved NCR Corporation (originally National Cash Register) from its historical competence in hardware to become a provider of hardware and software for managing transactions across a range of industries and payments... View Details

Keywords: NCR; Hardware; Software; Acquisitions; Financial Services; Organizational Change and Adaptation; Expansion; Information Infrastructure; Applications and Software; Transformation; Acquisition; Financial Services Industry; Technology Industry

September 2014 (Revised March 2022)
Case

Samuel Colt: An American Gun Maker

By: Tom Nicholas and Casey Verkamp

Samuel Colt not only perfected and patented the technology for a gun that could fire multiple times without reloading, but he also developed and applied early principles of mass production more completely than anyone had done before. Until the nineteenth century,... View Details

Keywords: Technological Innovation; Product Positioning; Machinery and Machining; Production; Independent Innovation and Invention; Manufacturing Industry; United States

September 2014 (Revised September 2015)
Case

Doing Business in Morocco

By: Jill Avery, Tonia Junker and Daniela Beyersdorfer

This case examines the challenges and opportunities of doing business in Morocco. It highlights Morocco's ongoing economic transformation in the decades leading up to 2014 in the context of its historical, political, and cultural background. The case summarizes some of... View Details

Keywords: Emerging Market; Emerging Economies; Africa; Global Strategy; Operations Management; Development Economics; Geographic Scope; Globalization; Business History; Emerging Markets; Market Entry and Exit; Operations; Strategy; Auto Industry; Africa; Morocco

September 2014 (Revised April 2016)
Case

Cree Inc.: Introducing the LED Light Bulb

By: John Gourville and Michael Norris

Cree, a North Carolina-based maker of light emitting diodes (LEDs), has just introduced its first consumer product—an LED light bulb. It is designed as an energy efficient replacement for the ubiquitous incandescent light bulb. But given that it is an unfamiliar... View Details

Keywords: Marketing; Innovation; Product Adoption; Technological Innovation; Technology Adoption; Energy Conservation; Product Launch; Consumer Products Industry; North Carolina

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