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- September 2024
- Case
Xendit: Hiring for Growth
By: Jeffrey F. Rayport, Steve Castano, Quoc Anh Nguyen and Claire Wu
In 2019, Xendit, a growth-stage Southeast Asia (SEA) fintech venture based in Jakarta, was looking to hire a Head of Sales and Head of Product to lead its next phase of growth. Founded by Moses Lo and Tessa Wijaya, Xendit provided payment infrastructure, modeling... View Details
- October 2023
- Article
Finding New Business and Developing Relevant Sales Capabilities
There are few alternatives to growth for most companies. It’s the rare firm whose goal involves getting smaller and, for employees, there is a strong correlation between their company’s growth rate, promotion opportunities, and job satisfaction. But a growth strategy... View Details
- February 22, 2023
- Article
How to Seed Organic Marketing in a Video-First World
By: Ayelet Israeli, Leonard A. Schlesinger and Matt Higgins
Early direct-to-consumer (DTC) companies relied on plentiful capital and low-cost digital marketing to power growth. But as this sector has matured, capital is more constrained, social media is more cluttered, and customer acquisition costs are rising. DTC companies... View Details
Keywords: Online Business; Ecommerce; E-commerce; E-Commerce Strategy; Omnichannel Retail; Omnichannel Retailing; Influencer Marketing; Consumer; Organic Growth; Video Advertising; Promotion; Celebrities; Online Advertising; Online Channel; Online Communities; Online Community; Go To Market Strategy; Platform; Media; Media Content; Digital; Digital Culture; Digital Influencers; Direct To Consumer Marketing; Direct-to-consumer; Innovation ＆ Entrepreneurship; Innovation; Sales; Digital Platforms; Digital Marketing; Digital Strategy; Consumer Behavior; Internet and the Web; Advertising; Business Model; Growth Management; Marketing; Marketing Strategy; Marketing Channels; Marketing Communications; Communication Strategy; Innovation Strategy; Retail Industry; Consumer Products Industry; Fashion Industry; Advertising Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Food and Beverage Industry; Media and Broadcasting Industry; United States; North America
- February 2021
- Case
Threadless: The Renewal of an Online Community
By: Shane Greenstein, Karim Lakhani and Christian Godwin
Threadless, an online apparel company and artist community which Jake Nickell founded in 2000, continued to maintain its status as a top company in the online apparel industry during its second decade. From 2010 to 2020, Threadless continued to operate its... View Details
Keywords: Business Model; Decision Making; Entrepreneurship; Innovation and Invention; Leading Change; Management; Marketing; Product Launch; Operations; Supply Chain; Distribution; Networks; Sales; Strategy; Adaptation; Information Technology; Applications and Software; Digital Platforms; Apparel and Accessories Industry; Technology Industry; North America
- April 2020
- Case
Promoting Land and Nature Jerky
By: John A. Quelch and Katherine B. Hartman
Kathy Ayers, Vice President of Marketing and Communications for Land and Nature (L&N) Jerky Company, needs to make a recommendation about L&N's 2020 promotional spending. L&N's CEO, Tim Ryan, wants her to calculate different scenarios using historical data to determine... View Details
- September 2019 (Revised February 2020)
- Teaching Note
Commonwealth Bank of Australia: Unbanklike Experimentation
By: Ryan W. Buell and Leslie K. John
Email mking@hbs.edu for a courtesy copy.
This Teaching Note explains the theory of the case and teaching plan for the case: Commonwealth Bank of Australia: Unbanklike Experimentation (619-018). In August 2017,... View Details
This Teaching Note explains the theory of the case and teaching plan for the case: Commonwealth Bank of Australia: Unbanklike Experimentation (619-018). In August 2017,... View Details
- October 2018 (Revised February 2020)
- Case
Commonwealth Bank of Australia: Unbanklike Experimentation
By: Ryan W. Buell and Leslie K. John
Email mking@hbs.edu for a courtesy copy.
In August 2017, Commonwealth Bank of Australia was looking for ways to differentiate itself from competing banks and was also trying to improve the financial well-being of... View Details
In August 2017, Commonwealth Bank of Australia was looking for ways to differentiate itself from competing banks and was also trying to improve the financial well-being of... View Details
- 2018
- Working Paper
Opportunistic Returns and Dynamic Pricing: Empirical Evidence from Online Retailing in Emerging Markets
By: Chaithanya Bandi, Antonio Moreno, Donald Ngwe and Zhiji Xu
We investigate how dynamic pricing can lead to more product returns in the online retail industry. Using detailed sales data of more than two million transactions from the Indian online retail market, where price promotions are very common, we document two types of... View Details
- November 2017
- Teaching Note
Predicting Consumer Tastes with Big Data at Gap
By: Ayelet Israeli and Jill Avery
CEO Art Peck was eliminating his creative directors for The Gap, Old Navy, and Banana Republic brands and promoting a collective creative ecosystem fueled by the input of big data. Rather than relying on artistic vision, Peck wanted the company to use the mining of big... View Details
Keywords: Brands; Brand ＆ Product Management; Big Data; ＂Marketing Analytics＂; Consumer Behavior; Predictive Analytics; Forecasting; Preferences; Operation Management; Distribution Channels; Marketing; Marketing Channels; Marketing Strategy; Brands and Branding; Forecasting and Prediction; Data and Data Sets; Retail Industry; Fashion Industry; Apparel and Accessories Industry; United States; North America
- June 2017
- Case
Magellan Boatworks
By: John A. Quelch and James T. Kindley
Magellan Boatworks is a midsize manufacturer of customized, power "cruising yachts." In the face of economic and political uncertainty in late 2016, Magellan's VP of sales and marketing, Walt Robinson, wonders whether he should request a budget increase for 2017.... View Details
- May 2017 (Revised March 2018)
- Case
Predicting Consumer Tastes with Big Data at Gap
By: Ayelet Israeli and Jill Avery
CEO Art Peck was eliminating his creative directors for The Gap, Old Navy, and Banana Republic brands and promoting a collective creative ecosystem fueled by the input of big data. Rather than relying on artistic vision, Peck wanted the company to use the mining of big... View Details
Keywords: Retailing; Preference Elicitation; Big Data; Predictive Analytics; Artificial Intelligence; Fashion; Marketing; Marketing Strategy; Marketing Channels; Brands and Branding; Consumer Behavior; Demand and Consumers; Analytics and Data Science; Forecasting and Prediction; E-commerce; Apparel and Accessories Industry; Consumer Products Industry; Fashion Industry; Retail Industry; United States; Canada; North America
- May 2017
- Case
Promontory, Inc.
By: Frank V. Cespedes and Amy Handlin
Promontory, Inc. is a small, privately owned firm in the promotional products (specialty advertising) industry. After starting the firm two years ago with the intention of pursuing a high-quality/high-price strategy, the CEO is seeking methods of increasing sales... View Details
- January 2017 (Revised January 2017)
- Case
Susan Cassidy at Bertram Gilman International
By: Jeffrey T. Polzer and Michael Norris
In 2016, Susan Cassidy, VP of sales and marketing for the packaged foods division at CPG firm Bertram Gilman International, has to make a promotion decision. Should she choose the person she has been grooming for the position or another candidate recommended by central... View Details
- April 2016
- Teaching Note
Cree Inc.: Introducing the LED Light Bulb
By: John Gourville and Michael Norris
This case is taught as part of the first year required marketing course in the Harvard Business School's MBA program. This course is built around the "Four Ps," with modules focusing on product, promotion, place, and pricing. The Cree case is used in the product policy... View Details
- September 2015 (Revised June 2018)
- Case
Macy's: Evolution in the Sunshine State
In 2009, Lee O'Rourke was promoted to district vice president in charge of Macy's newly created North Florida district. This district consisted of 11 stores located in the greater Orlando area and in the east coast towns of Daytona, Melbourne, Merritt Island, and Vero... View Details
- February 2015 (Revised February 2017)
- Case
Winnan Metal: Fulfilling the Dream
By: William R. Kerr, Jim Sharpe and James Weber
Neil Kashyap and Neil Lombardo (HBS '08) acquired Winnan Metal, Inc., a metal fabrication shop, after raising a search fund and an 11 month search to fulfill their dreams of becoming business owners. Two weeks after they took control of the company, Winnan's largest... View Details
Keywords: Entrepreneurs; Entrepreneurial Management; Turnarounds; Bank Loan; Crisis Management; Financial Analysis; Search Funds; Acquisitions; Financial Capital Needed; Management; Operations Management; Sales; Entrepreneurship; Decision Making; Change Management; Manufacturing Industry; United States; Indiana
- 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
- February 2014 (Revised August 2014)
- Case
3D Systems
By: Karim R. Lakhani and David Lane
In late 2013, Rajeev Kulkarni needed to decide how best to facilitate the emergence of a broad base of users and content to promote the sale of 3D Systems' consumer-focused 3D printers. As yet, neither the company nor users had identified an indispensable application... View Details
- January 2014 (Revised June 2014)
- Case
23andMe: Genetic Testing for Consumers (A)
By: John A. Quelch and Margaret L. Rodriguez
On November 22, 2013, the direct-to-consumer genetic testing provider, 23andMe, received a letter from the U.S. Food and Drug Administration (FDA) ordering the company to halt the sale and promotion of its genetic testing kit. The FDA stated that the product was... View Details
- January 2014 (Revised August 2017)
- Case
StepSmart Fitness
By: Robert J. Dolan, Benson P. Shapiro and Alisa Zalosh
StepSmart Fitness, a manufacturer of exercise equipment, is undergoing a sweeping reorganization. The new CEO has terminated the District Sales Director and Regional VP and promoted 30-year-old Benjamin Cooper to manage the underperforming New England district. A... View Details