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• Case | HBS Case Collection | January 2020 (Revised May 2020)

  Direct to Consumer Brands

  Sunil Gupta

  Recent years have seen the dramatic rise of direct-to-consumer (DTC) brands by several startups. Many of these brands, such as Dollar Shave Club, Harry’s, Glossier, and Allbirds, entered mature markets dominated by established companies, and yet they grew rapidly to attain valuations over $1 billion. At the same time, some DTC brands such as Casper saw a significant drop in their valuations after going public. Are these DTC brands fads or the dawn of a new era? And how should incumbents respond?

  Citation:

  Gupta, Sunil. "Direct to Consumer Brands." Harvard Business School Case 520-060, January 2020. (Revised May 2020.)  View Details

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• Technical Note | HBS Case Collection | April 2020

  Quantitative Analysis in Marketing

  Sunil Gupta

  Marketing is a combination of art and science that requires both qualitative and quantitative analysis to arrive at effective decisions. This note highlights how quantitative analysis can help in the following marketing decisions: estimating market size, determining economic value to customers, demand generation and customer acquisition with the help of customer lifetime value analysis, channel economics, product cannibalization, market share analysis, and pricing.

  Citation:

  Gupta, Sunil. "Quantitative Analysis in Marketing." Harvard Business School Technical Note 520-091, April 2020.  View Details

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• Case | HBS Case Collection | March 2020

  Michelin: Building a Digital Service Platform

  Sunil Gupta and Christian Godwin

  Concerned about the slow growth in the tire market, Florent Menegaux, Michelin’s CEO, set out to redefine the company as a mobility company. As part of this growth strategy, Michelin started offering a host of services such as fleet management and tire-as-a-service. In January 2020, Ralph Dimenna, Global President of its Service and Solutions group, launched its latest initiative called Digital Service Platform, a cloud-based system that connected Michelin with its fleet customers and dealers. However, the program was facing resistance in the market and he wondered what he could do to accelerate its acceptance.

  Keywords: Change; Transformation; Customer Focus and Relationships; Decision Making; Leading Change; Growth and Development; Strategy; Technology Platform; Auto Industry; Travel Industry; Transportation Industry; United States; France;

  Citation:

  Gupta, Sunil, and Christian Godwin. "Michelin: Building a Digital Service Platform." Harvard Business School Case 520-061, March 2020.  View Details

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