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• Case | HBS Case Collection | January 2018 (Revised May 2019)

  Adeo Health Science: Turning a Product into a Brand

  Elizabeth A. Keenan and Jill Avery

  For decades, American parents were warned to avoid introducing potential allergens to their babies prior to their first birthday. But two influential clinical studies caused the medical establishment to radically reverse its position. Parents were now warned that delaying the introduction of these types of foods increased a baby's risk of food allergies. Adeo Health Science was ready, with patents filed for a baby food that made it simple for parents to introduce allergens. Now, the new company had to turn its product into a brand and map its go-to-market strategy, including creating a compelling value proposition, choosing a path to market that was either direct-to-consumer, through grocery retailers, or via the physician channel, and planning its marketing communications and sales strategy. As a new startup with constrained resources, the company knew its marketing decisions would make or break the new product.

  Keywords: marketing; Startup; entrepreneurship; health care; consumer; consumer products; branding; brands and branding; marketing strategy; Marketing communications; Distribution; retailing; go to market strategy; Marketing; Marketing Channels; Marketing Communications; Brands and Branding; Marketing Strategy; Entrepreneurship; Health Care and Treatment; Consumer Products Industry; Health Industry; United States; North America;

  Citation:

  Keenan, Elizabeth A., and Jill Avery. "Adeo Health Science: Turning a Product into a Brand." Harvard Business School Case 518-065, January 2018. (Revised May 2019.)  View Details

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• Article | Harvard Business Review | July–August 2018

  How CEOs Manage Time

  Michael E. Porter and Nitin Nohria

  In 2006 Harvard Business School’s Michael E. Porter and Nitin Nohria launched a study tracking how large companies’ CEOs spent their time, 24/7, for 13 weeks: where they were, with whom, what they did, and what they were focusing on. To date, Porter and Nohria have gathered 60,000 hours' worth of data on 27 executives, interviewing them—and hundreds of other CEOs—about their schedules. This article presents the findings, offering insights not only into best time-management practices but into the CEO’s role itself. CEOs need to learn to simultaneously manage the seemingly contradictory dualities of the job: integrating direct decision-making with indirect levers like strategy and culture, balancing internal and external constituencies, proactively pursuing an agenda while reacting to unfolding events, exercising leverage while being mindful of constraints, focusing on the tangible impact of actions while recognizing their symbolic significance and combining formal power with legitimacy.

  Keywords: CEOs; Executives; Time Management; Attitudes; Managerial Roles; Leadership; Performance Effectiveness; Strategy; Decision Making; Organizational Culture;

  Citation:

  Porter, Michael E., and Nitin Nohria. "How CEOs Manage Time." Harvard Business Review 96, no. 4 (July–August 2018): 42–51.  View Details

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• Case | HBS Case Collection | June 2018 (Revised June 2018)

  Back to the Roots

  Elizabeth A. Keenan and Leslie K. John

  Email mking@hbs.edu for a courtesy copy.
  
  Back to the Roots is a startup with a social mission to “undo food”—to reconnect people to where their food comes from. In late 2017, they are contemplating their next move. Back to the Roots has an eclectic portfolio of products, including ready-to-grow (e.g., gardens in a can) and ready-to-eat (e.g., cereal) products, and they are being courted by two major players in each category. With an award-winning snack bar in their hands, they are now debating whether they should delve further in to the ready-to-eat category. It is a competitive space and they wonder if they are ready to launch yet another new product and, if so, what this move would mean for their ready-to-grow product line.

  Keywords: Product Marketing; Growth and Development Strategy; Decision Making; Food; Food and Beverage Industry;

  Citation:

  Keenan, Elizabeth A., and Leslie K. John. "Back to the Roots." Harvard Business School Case 518-073, June 2018. (Revised June 2018.) (Email mking@hbs.edu for a courtesy copy.)  View Details

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