Publications
Publications
- September 2023 (Revised September 2023)
- HBS Case Collection
On Slides
By: Ramon Casadesus-Masanell, Karolin Frankenberger, Sascha Mader, Jordan Mitchell and Karen Elterman
Abstract
Slides to support the teaching of the On case, 723-430. On is a premium performance running shoe company founded in Switzerland in 2010. The company rapidly gained traction through its unique CloudTec cushioning technology, its innovative midsole plate called the Speedboard, and a brand identity that blends Swiss engineering with design-driven aesthetics. By 2022, On had grown into a global challenger to giants like Nike and adidas, combining direct-to-consumer and specialty retail distribution. The case explores the company’s strategy for breaking into a mature and highly competitive industry and invites students to evaluate On’s decision to launch Cyclon, a sustainable, subscription-based running shoe offering. It covers key learning topics such as competitive strategy, overcoming entry barriers, and strategic experimentation.
Keywords
Brands and Branding; Business Growth and Maturation; Business Model; Business Startups; Business Strategy; Competitive Advantage; Competitive Strategy; Corporate Strategy; Customer Focus and Relationships; Customer Satisfaction; Digital Marketing; Disruptive Innovation; Distribution Channels; Entrepreneurship; Environmental Sustainability; Global Strategy; Initial Public Offering; Innovation and Invention; Innovation Strategy; Market Entry and Exit; Marketing Strategy; Product Design; Product Development; Product Marketing; Social Media; Strategy; Supply Chain Management; Technological Innovation; Apparel and Accessories Industry; Consumer Products Industry; Manufacturing Industry; Retail Industry; Sports Industry; Europe; Germany; Switzerland; United States
Citation
Casadesus-Masanell, Ramon, Karolin Frankenberger, Sascha Mader, Jordan Mitchell, and Karen Elterman. "On Slides." Harvard Business School PowerPoint Supplement 724-376, September 2023. (Revised September 2023.)