More from these Authors

• Case | HBS Case Collection | December 2011 (Revised May 2016)

  Marine Harvest: Leading Salmon Aquaculture

  David E. Bell and Ryan Johnson

  Marine Harvest has the leading position in salmon aquaculture. Aquaculture is very much a growth business, many believing it could play a major role in solving the world's growing need for protein. The CEO is considering three alternatives for taking advantage of his firm's dominant position. Expand production in Chile, produce value-added salmon products, or backward-integrate into the salmon feed business.

  Keywords: Growth and Development Strategy; Competitive Advantage; Agriculture and Agribusiness Industry; Food and Beverage Industry;

  Citation:

  Bell, David E., and Ryan Johnson. "Marine Harvest: Leading Salmon Aquaculture." Harvard Business School Case 512-042, December 2011. (Revised May 2016.)  View Details

  CiteView DetailsEducatorsPurchase

  Related

• Case | HBS Case Collection | October 2011 (Revised May 2015)

  The American Repertory Theater

  Rohit Deshpande, Allen S. Grossman and Ryan Johnson

  When Diane Paulus, artistic director and CEO of the American Repertory Theater (A.R.T.) first started in 2008, she attracted media coverage around an aesthetic that aimed to give the audience more ownership over the theater experience, excited theatergoers by experimenting with new venues and received critical recognition for the breadth and range of the work she staged. Paulus also recognized the changing realities in theater, which included dropping subscription numbers and an increase in single ticket buyers. Paulus, inspired by the mission of the A.R.T.—to expand the boundaries of theater—hastened a shift in the A.R.T. business model. Her new plans included operating two unique segmented venues, creating and presenting varied content that aimed to be both challenging and popular, and driving a sales and marketing campaign focused on single ticket buyers, memberships and dynamic pricing. Early results showed some promise; the A.R.T. was closer to break-even than in previous years. However, some questioned if the A.R.T. was beginning to look like a commercial theater, focused on presenting theater that sold, rather than truly expanding boundaries. Despite the questioning, Paulus remained committed to fulfilling her vision of the A.R.T. mission in order to solidify A.R.T. as a leading and financially stable not-for-profit regional theater.

  Keywords: Advertising Campaigns; Arts; Business Model; Leading Change; Media; Organizational Change and Adaptation; Nonprofit Organizations; Competitive Strategy; Entertainment and Recreation Industry; North and Central America;

  Citation:

  Deshpande, Rohit, Allen S. Grossman, and Ryan Johnson. "The American Repertory Theater." Harvard Business School Case 512-026, October 2011. (Revised May 2015.)  View Details

  CiteView DetailsEducatorsPurchase

  Related

• Case | HBS Case Collection | June 2014

  Going Social: Durex in China

  Mikolaj Jan Piskorski and Aaron Smith

  When Reckitt Benckiser (RB), a leading consumer goods company, first entered China, it encountered significant challenges. RB's strategy relied on selling high margin products supported by cost-effective advertising and distribution, but the highly competitive Chinese market made it hard to sustain high margins, inflated television advertising rates made marketing expensive, and an inefficient distribution system increased costs further. In 2010, RB managed to overcome these constraints for one of its brands, Durex, the best-selling condom brand in the world, by leveraging Chinese social media platforms and investing in offline and online distribution. The new strategy paid off—Durex condom sales increased threefold in China and market share increased by over 10%. RB now wanted to generate the same results for its other brands in the country, and needed to decide how to balance investments in offline distribution, social media campaigns, and e-commerce in order to keep growing not just in China, but in other emerging markets as well.

  Keywords: Distribution; Multinational Firms and Management; Internet; Marketing Communications; Brands and Branding; Consumer Products Industry; China;

  Citation:

  Piskorski, Mikolaj Jan, and Aaron Smith. "Going Social: Durex in China." Harvard Business School Case 714-430, June 2014.  View Details

  CiteView DetailsEducatorsPurchase

  Related