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- August 2025
- Case
Must B Nutty?
By: Christina Wallace, Martha Hostetter and Alicia Dadlani
Veronica and Miguel Garza, siblings from a large Mexican-American family from Texas, founded a company in 2014 to sell the almond-flour tortillas Veronica had developed to fit her grain-free diet. Their company, Must Be Nutty, tapped into growing demand for... View Details
- August 2025
- Background Note
A Managerial Perspective on Clinical Trials
By: Arthur A. Daemmrich, Satish Tadikonda and William Marks
This note describes the history and regulation of clinical trials, managerial challenges related to pharmaceutical product testing, and current debates regarding prescription drug safety. Since clinical testing takes between five and seven years, and consumes up to 70... View Details
- 2025
- Working Paper
New Economic Forces Behind the Value Distribution of Innovation
By: Timothy F. Bresnahan, Shane Greenstein and Pai-Ling Yin
Advances in a general-purpose technology (GPT) enable many firms to invent complementary inventions, or co-inventions, making the GPT more valuable. This study examines the empirical implications of a straightforward model in which firms choose either incremental or... View Details
- July 2025 (Revised July 2025)
- Case
Elon Musk, 2025: The Master of Big Bets?
By: David B. Yoffie
This case explores Elon Musk’s influence across business and politics in 2025, as he navigates the challenges of simultaneously leading multiple companies, such as Tesla, SpaceX, and xAI, while briefly serving in the U.S. government. It examines Musk’s high-stakes bets... View Details
- July 2025
- Case
Toilets for the Underserved: The SURT Commercialization Challenge
By: Maria P. Roche, Anne Marie Knott and Alexander Oettl
In 2021, a breakthrough in sanitation technology developed under the Gates Foundation’s “Reinvent the Toilet” initiative stood ready for commercialization. The Single User Reinvented Toilet (SURT), engineered by Dr. Shannon Yee, offered an off-grid, self-contained... View Details
Keywords: Technological Innovation; Commercialization; Social Issues; Social Enterprise; Public Sector; Private Sector; Market Entry and Exit; Strategic Planning; Engineering; Infrastructure; Innovation Strategy; Consumer Products Industry; Consumer Products Industry; United States; South Africa; India; France
- July 2025
- Background Note
Ecosystem Disruption: A Multi-Stakeholder View of Disruptive Innovations
By: E. Ofek, Michael Haenlein, Eitan Muller and Roman Welden
The purpose of this note is to offer a more expansive view of how innovations disrupt markets than has been portrayed thus far in the extant literature by taking an ecosystem perspective. This broader outlook allows examining not only the product strategies of the... View Details
- July 2025
- Case
AeroVironment: The MacCready Works Dilemma
By: Willy Shih and Sophie Zimmerman
Scott Newbern, the head of the MacCready Works at AeroVironment (AV) faced a dilemma. The new Strix next-generation drone had just completed a very successful test. AV had launched MacCready Works to focus on transformational innovations that served new markets and new... View Details
- Article
Using Gen AI for Early-Stage Market Research
By: James Brand, Ayelet Israeli and Donald Ngwe
Generative AI, particularly large language models (LLMs), offers a promising new tool for early-stage market research by simulating customer responses to product concepts. This can allow companies to draw conclusions similar to those they’d obtain by surveying... View Details
- July 2025
- Case
SecureID: Digital Disruptions of Smartcards in Africa
By: Ramon Casadesus-Masanell, Raffaella Sadun, Pippa Tubman Amerding and Namrata Arora
This case explores the strategic inflection point faced by Kofo Akinkugbe, founder and CEO of SecureID, a smartcard manufacturing company in Nigeria. With the rise of fintech and digital payment solutions threatening the dominance of physical cards, SecureID must... View Details
- July 2025
- Case
Osteoboost: Go-To-Market Strategy in a Healthcare Startup
Osteoboost focuses on how a health care Medtech startup with a new device for treating osteopenia. The firm decides among alternative go-to-market strategies, including B2B (the firm to healthcare providers), DTC (directly to consumers), or some combination of the two... View Details
- July 2025
- Case
The New York Liberty: Building the Business of Women’s Basketball
By: Anita Elberse and Mackenzi Curtin
In May 2025, Women’s National Basketball Association (WNBA) team the New York Liberty raised their 2024 championship banner. The team’s owners, Clara Wu Tsai and her husband Joseph Tsai, had acquired the Liberty in 2019, when the once flourishing team had seemingly hit... View Details
- July 2025
- Case
ICARE: Frontline Leadership at Michelin
By: Hubert Joly and Emilie Billaud
In 2025, Michelin CEO Florent Menegaux reflected on the company’s transformation since taking the helm in 2019. Amid a volatile global landscape marked by inflation, rising competition, and geopolitical and sustainability pressures, Michelin had achieved strong... View Details
Keywords: Human Capital; Transformation; Management Practices and Processes; Managerial Roles; Organizational Culture; Leadership; Competency and Skills; Global Strategy; Multinational Firms and Management; Human Resources; Compensation and Benefits; Recruitment; Retention; Employee Relationship Management; Working Conditions; Leading Change; Growth and Development Strategy; Groups and Teams; Motivation and Incentives; Well-being; Auto Industry; Manufacturing Industry; Europe; China; United States
- July–August 2025
- Article
Don’t Let an AI Failure Harm Your Brand
How companies market their AI systems affects the repercussions they face when their products fail. Marketers must promote their AI products with potential failure in mind. To do that, they must first understand consumers’ unique attitudes toward AI. Marketers who... View Details
- July 2025
- Module Note
Supply and Demand for Strategists
By: Quan Le
This module note introduces students to the foundational microeconomic principles of supply and demand. It uses the example of an aluminum plant (specifically, production quantity and shutdown decisions) to discuss short-run vs. long-run decisions, marginal costs, sunk... View Details
Keywords: Business Exit or Shutdown; Business or Company Management; Business Strategy; Competition; Competitive Advantage; Cost of Capital; Cost vs Benefits; Decision Making; Decisions; Demand and Consumers; Economics; Economic Systems; For-Profit Firms; Market Entry and Exit; Market Participation; Markets; Metals and Minerals; Microeconomics; Price; Revenue; Strategy; Supply and Industry; Manufacturing Industry
- June 2025
- Case
Assessing the Offers for Seven & i Holdings
By: Benjamin C. Esty, Nobuo Sato and Akiko Kanno
In the fall of 2024, the board of Seven and i Holdings Company (7&i, the parent company of 7-Eleven convenience stores in the US, Japan, and other countries) received multiple offers to buy the company. Two successive (and unsolicited) offers came from Alimentation... View Details
Keywords: Corporate Governance; Valuation; Value Creation; Bids and Bidding; Financial Strategy; Negotiation Offer; Mergers and Acquisitions; Corporate Finance; Business Conglomerates; Leveraged Buyouts; Governing Rules, Regulations, and Reforms; Retail Industry; Food and Beverage Industry; Japan; Canada
- June 2025
- Case
Konko AI: Automating Work with AI Agents
By: Shikhar Ghosh, Shweta Bagai and Liang Wu
In January 2025, Jean Marc Goguikian and Michael Haddad, co-founders of Konko AI, faced a critical strategic decision. After the company’s developer platform for private large language models (LLMs) struggled to gain traction, they had pivoted to building AI sales... View Details
- June 2025
- Case
Parque del Sendero: Repositioning in the Death Care Industry in Chile
By: Jill Avery, Andres Cuneo and Marco Bertini
Facing changing consumer behavior and shifting industry conditions, Parque del Sendero, one of largest networks of cemeteries in Chile, considers repositioning its products to appeal to a broader swath of Chilean customers to fuel growth and a more profitable business... View Details
- 2025
- Working Paper
Productivity Beliefs and Efficiency in Science
By: Fabio Bertolotti, Kyle R. Myers and Wei Yang Tham
We develop a method to estimate producers’ productivity beliefs in settings where output quantities and input prices are unobservable, and we use it to evaluate allocative efficiency in the market for science. Our model of researchers’ labor supply shows that their... View Details
- June 2025
- Case
Redefining the Edge: Jahez’s Strategic Pivot in Saudi Arabia’s Food Delivery Battle
By: Krishna G. Palepu and Ahmed Dahawy
Jahez made its mark in Saudi Arabia’s food delivery market by serving customers willing to pay more for reliable, high-quality service—a segment largely overlooked by other platforms. As the company grew, it expanded into the mass market and developed a network of... View Details
- June 2025
- Case
Zerodha
By: Das Narayandas and Kairavi Dey
Zerodha Broking Pvt. Ltd. (Zerodha) was among India's largest online broking platforms. Nithin and Nikhil Kamath started Zerodha to empower retail investors and remove the hurdles to investing in stocks. The company pioneered tech-first discount broking, charging... View Details
Keywords: Financial Services Industry