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• Case | HBS Case Collection | October 2018

  Booking.com

  Stefan Thomke and Daniela Beyersdorfer

  The case reveals how Booking.com has become the world's leading travel accommodation platform. The company has put online experimentation at the heart of how it designs digital experiences for its customers and partners. To unlock the potential of large-scale testing, the leadership team had to challenge conventional assumptions about culture, process, and the management of innovation.

  Keywords: travel; Product Innovation; experimentation; A/B Testing; User Experience Design; digital transformation; Product Development; Product Design; Innovation and Management; Transformation; Information Technology; Travel Industry;

  Citation:

  Thomke, Stefan, and Daniela Beyersdorfer. "Booking.com." Harvard Business School Case 619-015, October 2018.  View Details

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• Article | R&D Management | September 2018

  An Exploratory Study of Product Development in Emerging Economies: Evidence from Medical Device Testing in India

  Budhaditya Gupta and Stefan Thomke

  Recent research has studied innovation in emerging economies. However, microlevel product development processes in these economies are relatively unexplored, and the mechanisms by which the emerging economy context might affect such processes are still unclear. In this paper, we explore the testing routines fundamental to product development in one emerging economy. Based on an exploratory field study of medical device development projects in India, we observe the frequent, iterative testing of prototypes in clinical settings and investigate the related learning process. The observed testing approach is distinctly different from the comparatively linear and sequential approach adopted by medical device development teams in developed countries like the United States. Further, we suggest that such testing is feasible in India because of the prevailing regulatory flexibility, the cognitive orientation of device development practitioners, and the normative orientation of medical professionals.

  Keywords: product development; india; Product Development; Emerging Markets; Situation or Environment; Medical Devices and Supplies Industry; India;

  Citation:

  Gupta, Budhaditya, and Stefan Thomke. "An Exploratory Study of Product Development in Emerging Economies: Evidence from Medical Device Testing in India." R&D Management 48, no. 4 (September 2018): 485–501.  View Details

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• Case | HBS Case Collection | July 2018

  LIXIL Group Corporation: Building a New Company in an Old Industry

  Boris Groysberg and Akiko Kanno

  In the spring of 2018, Kinya Seto, president and CEO of LIXIL Group Corporation, a major housing and building products and services company, called a meeting at the company’s head office in central Tokyo to discuss how to implement the new three-year strategic plan. LIXIL had been established in 2011 through a merger of five of Japan’s major companies across a broad spectrum of building materials and other housing-related businesses. The company had subsequently acquired established international brands such as American Standard and GROHE and had become a global company of over 70,000 employees operating in more than 150 countries. Its business lines included manufacturing and marketing construction materials and products for both commercial buildings and private houses, with subsidiary home-building and renovation franchises. The predecessor companies that formed LIXIL had each had a long history of business success, some dating back a hundred years. To accelerate the implementation of LIXIL’s global strategy, Seto and his senior management team had expressed ideas about creativity and innovation centered around differentiated products, services and business models. How could Seto position LIXIL for success? How much integration was needed at LIXIL? How could Seto build one LIXIL brand that would be recognized globally? Could design, new products, and a shift in business model from B2B to B2C be the drivers of growth? How should Seto execute LIXIL’s three-year plan? What is or are LIXIL’s source(s) of competitive advantage?

  Keywords: consolidation; turnaround; Leadership and Change Management; Consolidation; Change; Leadership; Global Strategy; Business Model; Consumer Products Industry; Manufacturing Industry; Japan;

  Citation:

  Groysberg, Boris, and Akiko Kanno. "LIXIL Group Corporation: Building a New Company in an Old Industry." Harvard Business School Case 419-009, July 2018.  View Details

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