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• Case | HBS Case Collection | January 2018 (Revised January 2020)

  STRIVR: Changing the Game in Virtual Reality

  Rajiv Lal, Matt Denison, Robert Higgins and Scott Johnson

  The CEO of a growing virtual reality company that trains athletes must decide whether or not to stay in sports or expand into other areas.

  Keywords: Virtual reality; strivr; Internet of Things; football; retail; training; Startup; start-up; Start-up growth; Sports; ＂sports organizations,; experiential marketing; Business Startups; Technological Innovation; Sports; Hardware; Software; Technology Platform; Technology Adoption; Sports Industry; Technology Industry; Retail Industry; United States;

  Citation:

  Lal, Rajiv, Matt Denison, Robert Higgins, and Scott Johnson. "STRIVR: Changing the Game in Virtual Reality." Harvard Business School Case 518-048, January 2018. (Revised January 2020.)  View Details

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• Case | HBS Case Collection | November 2018 (Revised January 2020)

  JUUL and the Vaping Revolution

  Michael W. Toffel, John Masko and Sarah Mehta

  In the summer of 2018, San Francisco–based electronic cigarette (e-cigarette) maker JUUL Labs, was experiencing exponential growth. Sales of its JUUL e-cigarette had increased by 783% over the preceding year, projected revenues for 2018 topped $940 million, and the company had captured over 72% of the U.S. e-cigarette market. The company’s success had thrust it into the spotlight, and JUUL Labs found itself at the center of considerable controversy. Whereas the company’s stated goal was to provide tobacco smokers with a less harmful e-cigarette alternative, JUUL Labs’s products had proven widely popular with teenage high school students who had never smoked. Some advocacy groups and public policy makers speculated that the company had purposefully marketed its products to minors—an allegation JUUL Labs’s executives strongly denied. The company now faced an FDA probe and investigations by at least two state attorney generals. It needed a strategy to deal with its mounting regulatory and public relations problems.

  Keywords: electronic cigarettes; E-Cigarettes; vaping; Nicotine Replacement; JUUL; Juuling; Advertising; Online Advertising; Customers; Innovation and Invention; Marketing; Ethics; Brands and Branding; Marketing Communications; Marketing Strategy; Product Marketing; Corporate Social Responsibility and Impact; Social Issues; Technology; Technology Industry;

  Citation:

  Toffel, Michael W., John Masko, and Sarah Mehta. "JUUL and the Vaping Revolution." Harvard Business School Case 619-006, November 2018. (Revised January 2020.)  View Details

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• Case | HBS Case Collection | October 2019 (Revised December 2019)

  Swizz Beatz

  Boris Groysberg, Annelena Lobb and Sarah Mehta

  This case explores the life and career of rapper and music producer Swizz Beatz. Set in 2019, it covers the evolution of Swizz’s musical career and his new venture into the commercial art market.

  Keywords: Entertainment; Music Entertainment; Television Entertainment; Entrepreneurship; Entertainment and Recreation Industry; Fine Arts Industry; Music Industry; United States;

  Citation:

  Groysberg, Boris, Annelena Lobb, and Sarah Mehta. "Swizz Beatz." Harvard Business School Case 420-034, October 2019. (Revised December 2019.)  View Details

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