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• Case | HBS Case Collection | August 2020

  1928 Diagnostics: Fighting Antibiotics Resistance

  Ariel D. Stern and Daniela Beyersdorfer

  In 2019, the co-founders of the Swedish medical start-up 1928 Diagnostics, CEO Dr. Kristina Lagerstedt and COO Dr. Susanne Staaf, had to pick the right business model to commercialize their novel technology to hospitals and health care providers. Developed in partnership with research hospitals to help fight the global antibiotic resistance crisis, the firm’s cloud-based technology platform helped partners identify resistant genes and mutations in bacteria more quickly and accurately, allowing for easier outbreak cluster tracking in support of hospital infection control management, as well as better diagnostics and antibiotic selection. By 2019, they had raised $5 million, employed 16 people, and had their tool deployed at 24 partner sites in 10 different countries. Their decisions on which markets to focus on and with which business model would crucially impact the young firm’s chances at successfully converting existing users and attracting new clients.

  Keywords: Health Care and Treatment; Entrepreneurship; Leadership; Science-Based Business; Growth and Development Strategy; Business Growth and Maturation; Business Model; Technology; Health Industry; Medical Devices and Supplies Industry; Technology Industry; Europe; Sweden;

  Citation:

  Stern, Ariel D., and Daniela Beyersdorfer. "1928 Diagnostics: Fighting Antibiotics Resistance." Harvard Business School Case 621-025, August 2020.  View Details

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• Case | HBS Case Collection | January 2012 (Revised August 2020)

  The Swatch Group

  Rohit Deshpandé, Karol Misztal and Daniela Beyersdorfer

  In March 2011, Nicolas Hayek, the CEO of the leading Swiss watch manufacturer Swatch Group, reflected on the positioning of Omega, its revived flagship brand. Which marketing strategy would best allow it to confront its main competitor Rolex? And how would potential adjustments to Omega's product, pricing, distribution, and promotion strategies impact the sales of the Swatch Group's other 18 watch brands?

  Keywords: Marketing Strategy; Brands and Branding; Segmentation; Product Positioning; Manufacturing Industry; Consumer Products Industry; Apparel and Accessories Industry;

  Citation:

  Deshpandé, Rohit, Karol Misztal, and Daniela Beyersdorfer. "The Swatch Group." Harvard Business School Case 512-052, January 2012. (Revised August 2020.)  View Details

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• Teaching Note | HBS Case Collection | July 2020

  Ferrari

  Stefan H. Thomke

  Teaching Note for HBS Case No. 618-047.

  Citation:

  Thomke, Stefan H. "Ferrari." Harvard Business School Teaching Note 621-020, July 2020.  View Details

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