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• Case | HBS Case Collection | February 2017 (Revised August 2018)

  Digitalization at Siemens

  David J. Collis and Tonia Junker

  The case discusses the digitalization strategy of Siemens AG, a German-based company operating in manufacturing and electronics. The increasing impact of digital technologies on all of its business units had prompted CEO Joe Kaeser and his team to put digitalization at the core of the new corporate strategy, alongside electrification and automation. The challenge was to balance this corporate initiative with the many business units within Siemens, which were used to being independent and had very specific offerings for their clients. For its new analytics platform, Siemens had opted for a push and pull approach to involve business units in its creation, rather than conceptualizing the platform centrally and imposing it on the business units afterwards. The jury was still out on whether this approach would drive digitalization within Siemens fast enough, given the exponential developments in data generation and analytics.

  Keywords: Company management; corporate strategy; competition; information technology; technology networks; Corporate Strategy; Competition; Information Technology; Technology Networks; Manufacturing Industry; Electronics Industry;

  Citation:

  Collis, David J., and Tonia Junker. "Digitalization at Siemens." Harvard Business School Case 717-428, February 2017. (Revised August 2018.)  View Details

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• Case | HBS Case Collection | August 2018

  Tailor Brands: Artificial Intelligence-Driven Branding

  Jill Avery

  Using proprietary artificial intelligence technology, startup Tailor Brands set out to democratize branding by allowing small businesses to create their brand identities by automatically generating logos in just minutes at minimal cost with no branding or design skills required. As it sets out to raise its Series B, the founders make some critical changes to their business model, moving to a subscription model and adding additional products and services to automate other parts of the branding and marketing process. Can algorithms, machine learning, and artificial intelligence help Tailor Brands outperform graphic designers and branding agencies in developing brand identities? And, can Tailor Brands differentiate itself from the many other logo generators popping up in the market?

  Keywords: marketing; brands and branding; marketing strategy; Startup; venture capital; services; technology; artificial intelligence; Machine learning; digital marketing; brand management; entrepreneurship; Marketing; Marketing Strategy; Brands and Branding; Technology; Entrepreneurship; Venture Capital; Business Model; Advertising Industry; Service Industry; Technology Industry; United States; North America; Israel;

  Citation:

  Avery, Jill. "Tailor Brands: Artificial Intelligence-Driven Branding." Harvard Business School Case 519-017, August 2018.  View Details

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• Case | HBS Case Collection | August 2018

  Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

  Jill Avery and Ayelet Israeli

  As its Series A extension round approaches, the founders of Hubble, a subscription-based, social media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating changes to them that will allow them to grow their Business. Ensuring that their marketing dollars were being spent efficiently was critical to the data-driven management team and proving to be complicated as the company moved spending from digital marketing to offline media, which made attribution modeling more difficult. Decisions pertaining to product extensions, channel expansion beyond DTC e-commerce, and geographic expansion were also on the table to prove that Hubble's customer value proposition and operations could profitably scale.

  Keywords: marketing; marketing strategy; Marketing communications; advertising; media; DTC; direct to consumer marketing; brands and branding; health care; e-commerce; mobile; Online Advertising; digital marketing; Marketing; Marketing Channels; Marketing Strategy; Brands and Branding; Marketing Communications; Online Advertising; Growth and Development Strategy; Health Industry; Consumer Products Industry; United States; North America;

  Citation:

  Avery, Jill, and Ayelet Israeli. "Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing." Harvard Business School Case 519-011, August 2018.  View Details

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