Marketing

Accounting for almost 30% of world GDP, the United States is the world’s largest and most demanding market for almost everything from oil to microprocessors to premium coffee. Companies around the world aspire to do business in the US, or at least with US companies in their home markets. By doing so, they learn much […]

No one likes "take it or leave it" ultimatums.

Surprised by a gender stereotype? React calmly, directly, and move on.

The electric car company should use this information to defend its brand.

Context is key.

Now that providing services is more lucrative than making products, the old foundations for success in manufacturing are crumbling. Smart manufacturers are creating new business models to capture profits at the customer’s end of the value chain.

When productivity is a problem in manufacturing, managers turn to the R&D department or operations for help. In services, however, especially ones where there is a lot of contact with the customer, such in-house groups cannot by themselves improve productivity. Because services involve the customer in production, are labor intensive, and are time-bound, consumer behavior […]

What if the thing that gets online shoppers to buy a product is also the thing that makes them dissatisfied with the product when it arrives? In a recent research project, I tested this hypothesis using the pictures of products that accompany the online shopping experience. Images are the crux of online shopping. Good pictures […]

How Experian does it.

Many companies could persuade big spenders to buy even more.

Its move into car insurance could be just the beginning.

Brand builders everywhere think they want global brands. But global brand leadership, not global brands, should be the priority. Successful companies follow four principles to meet that goal.

One of the most enticing possibilities for Facebook is helping businesses identify, cultivate and leverage customer advocates among its billion users....

An aging workforce will compel businesses to change how they operate and could even threaten some companies’ viability. How vulnerable is your business?

It can drive revenue as well as cut costs.

She worked with the CEO to set specific metrics for success.

The cover story of the most recent issue of Wired addresses how Craigslist rose to dominate classified listings, in spite of (or perhaps because of) how...

How to measure the effectiveness of community management.

A look inside an unlikely partnership.

Anti-American sentiment poses a challenge to companies seeking to export to some regions of the world, most notably parts of Asia and the Middle East. At the same time, segments within those regions keenly identify with U.S. urban youth culture—the world of hip-hop and rap. Research I conducted among Chinese undergraduates suggests that this identification […]

We Sell Everything in Software (WSES) Inc., sold innovative off-the-shelf products and had customers across the world. WSES specialized in providing software...

Gujarat Automotive Corporation Limited (GACL) was an Indian manufacturing company that made bus bodies. The firm was a subsidiary of Tata Motors Limited,...

Serious Materials is a start up who is moving into clean tech markets. The company's first product, QuietRock, originated the sound proofing drywall category...

A product manager at a health products company is responsible for marketing sharps containers, which hospitals use to store used needles in order to protect...

Supplement for Transforming Tommy Hilfiger (A), 714451.

Students evaluate the performance of four mutual funds and compute the cost of capital for two companies using fixed benchmarks, the CAPM, and a multifactor...

In early 2019, transportation was set to undergo a major transformation with the advent of autonomous vehicles (AVs), also referred to as driverless cars,...

As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact...

Supplements the (A) case.

In May 2015 Paulo Campos, Co-Founder and CEO of Zalora Philippines, found himself at a crucial turning point in his young company's development. In just...

It was August 2011 and Martin Cartier, senior board member, was beginning to feel the pressure of Drowling Mountain's 2010 general meeting that was coming...

This is an abridged version of "MOD Pizza: A Winning Recipe?" HBS Case No. 416-004. Scott and Ally Svenson, the founders of MOD Pizza, had to make a...

As a luxury fashion goods producer and marketer, what made PORTS different from other high-end European and American labels was its distinctive background...

Trov is a disruptive startup in the insurance space ("insurtech"). It allows consumers to simply turn on and turn off insurance for each of their possessions...

Theranos Inc. (Theranos) was a medical diagnostics enterprise based in Palo Alto, California. Having developed an innovative blood-testing system for...

This is a supplement to the Student Success at Georgia State University (A) case. The (B) case includes the results of a randomized control trial that...

By 2021, the mindfulness app wars reached their apex. Over 2,000 meditation apps were available to consumers, but two apps, Headspace and Calm, dominated...

Supplement to case UV7459. In 2016 Andrew Rose, CEO of Compare.com, an online price comparison website for car insurance shoppers, faced a troubling problem....

February 2011: O.P. Bhatt reflected contentedly on his five-year term as Chairman of State Bank of India (SBI), India's largest commercial bank. He had...

Are "wide-scale distribution" and "sustainability" mutually exclusive? This case explores this question through the examples of Honest Tea, one of the...

Accounting for almost 30% of world GDP, the United States is the world’s largest and most demanding market for almost everything from oil to microprocessors to premium coffee. Companies around the world aspire to do business in the US, or at least with US companies in their home markets. By doing so, they learn much […]

No one likes "take it or leave it" ultimatums.

Surprised by a gender stereotype? React calmly, directly, and move on.

We Sell Everything in Software (WSES) Inc., sold innovative off-the-shelf products and had customers across the world. WSES specialized in providing software...

The electric car company should use this information to defend its brand.

Gujarat Automotive Corporation Limited (GACL) was an Indian manufacturing company that made bus bodies. The firm was a subsidiary of Tata Motors Limited,...

Serious Materials is a start up who is moving into clean tech markets. The company's first product, QuietRock, originated the sound proofing drywall category...

Context is key.

Now that providing services is more lucrative than making products, the old foundations for success in manufacturing are crumbling. Smart manufacturers are creating new business models to capture profits at the customer’s end of the value chain.

A product manager at a health products company is responsible for marketing sharps containers, which hospitals use to store used needles in order to protect...