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- December 2020
- Case
Château Margaux: Serving Up the Third Wine
By: Elie Ofek
In fall 2019, Corinne Mentzelopoulos, owner of the famous first-growth Château Margaux, is pondering a series of decisions with respect to the chateau's third wine. Margaux du Château Marguax, as this wine was called, was launched in 2013 with a particular goal in mind...
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- November 2020
- Teaching Note
DayTwo: Going to Market with Gut Microbiome
By: Ayelet Israeli
Teaching Note for HBS Case No. 519-010. DayTwo is a young Israeli startup that applies research on the gut microbiome and machine learning algorithms to deliver personalized nutritional recommendations to its users in order to minimize blood sugar spikes after meals....
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Keywords:
Start-up Growth;
Startup;
Positioning;
Targeting;
Go To Market Strategy;
B2B Vs. B2C;
B2B2C;
Health ＆ Wellness;
AI;
Machine Learning;
Female Ceo;
Female Protagonist;
Science-based;
Science And Technology Studies;
Ecommerce;
Applications;
DTC;
Direct To Consumer Marketing;
US Health Care;
＂USA,＂;
Innovation;
Pricing;
Business Growth;
Segmentation;
Distribution Channels;
Growth and Development Strategy;
Business Startups;
Science-Based Business;
Health;
Innovation and Invention;
Marketing;
Information Technology;
Business Growth and Maturation;
E-commerce;
Applications and Software;
Health Industry;
Technology Industry;
Insurance Industry;
Information Technology Industry;
Food and Beverage Industry;
Israel;
United States
- September–October 2020
- Article
The Air War Versus the Ground Game: An Analysis of Multi-Channel Marketing in U.S. Presidential Elections
By: Lingling Zhang and Doug J. Chung
This study jointly examines the effects of television advertising and field operations in U.S. presidential elections, with the former referred to as the “air war” and the latter as the “ground game.” Specifically, the study focuses on how different campaign...
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- March 2020 (Revised January 2022)
- Case
Levi Strauss (A): A Pioneer Lost in the Wilderness
By: Joshua Margolis, Ashish Nanda, Margaret Cross, Imran Manji and Bismah Rahmat
In 2011, newly appointed CEO Chip Bergh needed to urgently turn around the iconic but floundering denim apparel firm, Levi Strauss & Co. (LS&Co.) Famous for its blue jeans, LS&Co. had suffered a decline in revenue of 29% from $6.8 billion in 1997 to $4.8 billion in...
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- 2019
- Chapter
Whether Weather Matters: Impact of Exogenous Factors on Customers' Channel Choice
By: Santiago Gallino, Nil Karacaoglu and Antonio Moreno
- March 2019
- Case
DayTwo: Going to Market with Gut Microbiome
By: Ayelet Israeli and David Lane
DayTwo is a young Israeli startup that applies research on the gut microbiome and machine learning algorithms to deliver personalized nutritional recommendations to its users in order to minimize blood sugar spikes after meals. After a first year of trial rollout in...
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Keywords:
Start-up Growth;
Startup;
Positioning;
Targeting;
Go To Market Strategy;
B2B2C;
B2B Vs. B2C;
Health ＆ Wellness;
AI;
Machine Learning;
Female Ceo;
Female Protagonist;
Science-based;
Science And Technology Studies;
Ecommerce;
Applications;
DTC;
Direct To Consumer Marketing;
US Health Care;
＂USA,＂;
Innovation;
Pricing;
Business Growth;
Segmentation;
Distribution Channels;
Growth and Development Strategy;
Business Startups;
Science-Based Business;
Health;
Innovation and Invention;
Marketing;
Information Technology;
Business Growth and Maturation;
E-commerce;
Applications and Software;
Health Industry;
Technology Industry;
Insurance Industry;
Information Technology Industry;
Food and Beverage Industry;
Israel;
United States
- Fall 2018
- Article
The Value of Fit Information in Online Retail: Evidence from a Randomized Field Experiment
By: Santiago Gallino and Antonio Moreno
Online channels generate frictions when selling products with nondigital attributes, such as apparel. Customers may be reluctant to purchase products they have not been able to try on, and those customers who do purchase may return products when they do not fit as...
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- September 2018
- Case
Hunley, Inc.: Casting for Growth
By: John A. Quelch and James T. Kindley
Hunley, Inc. manufactures rods for the niche sport of fly fishing. It specializes in freshwater rods that are perceived as "middle-market" products, targeted at "avid" fly fishers. In the face of declining revenue and a decreasing price per unit sold, the company's...
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- August 2018
- Teaching Note
IguanaFix
By: Frank V. Cespedes and Thomas Eisenmann
Teaching Note for HBS No. 817-056. IguanaFix, based in Argentina, is a platform business that connects consumers with home improvement contractors. The founders are evaluating growth options and an investment offer. The case focuses on scaling issues for a venture...
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- August 2018
- Case
MISHA: Modernizing the World of Shisha
By: William R. Kerr and Gamze Yucaoglu
The case opens in 2017 with two of the five co-founders of MISHA telling the company’s CEO Michal Portz that they believe it is time for the global venture to shut down its operations and cease investments. Portz and another co-founder believe MISHA can still...
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Keywords:
Innovation And Management;
Entrepreneurship;
Private Sector;
For-profit Firms;
Business Strategy;
Decision;
Business Startups;
Emerging Markets;
Business Model;
Marketing Strategy;
Distribution Channels;
Market Entry and Exit;
Growth and Development Strategy;
Competitive Advantage;
Value Creation;
Decision Choices and Conditions;
Technology Industry;
Qatar;
United States
- May 2018
- Case
Sagacity Tea: What Direction for Growth?
By: John A. Quelch and Amy Handlin
Kate Moran, CEO and cofounder of Sagacity Tea, a small, Vermont-based ready-to-drink tea brand, is considering a consumer-product group (CPG) broker's proposal for the product's launch in several cities along the East Coast of the United States. The commitments in the...
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- January 2018
- Case
Peak Games: Hiring Priorities in Times of Rapid Growth (A)
By: William R. Kerr and Gamze Yucaoglu
Sidar Şahin, founder and CEO of Peak Games, a Turkey-based global mobile gaming company, must decide on the final list of candidates for the critical global marketing director position the company has been trying to fill for over a year. Since its founding in 2010,...
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Keywords:
Recruiting;
Staffing;
Emergent Countries;
Entrepreneurial Management;
Private Sector;
Business Strategy;
Decision;
Growth Management;
Games, Gaming, and Gambling;
Selection and Staffing;
Talent and Talent Management;
Business Model;
Growth and Development Strategy;
Competitive Advantage;
Value Creation;
Organizational Culture;
Decision Choices and Conditions;
Technology Industry;
Turkey
- January 2017 (Revised April 2019)
- Case
The Olmos Project: Value Creation and Value Capture
By: John Macomber, Fernanda Miguel, Laura Urdapilleta and Valeria Moy
Private investment in public infrastructure can be encouraged when there are multiple avenues to capture and to share the value created by such a project. Gains in the market value of land adjacent to projects are not customarily channeled back into defraying the...
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Keywords:
Value Capture;
Infrastructure;
Decision Making;
Agribusiness;
Value Creation;
South America;
Peru
- March 2016 (Revised March 2022)
- Teaching Note
Express Scripts: Promoting Prescription Drug Home Delivery (A) and (B)
By: John Beshears
The pharmacy benefit manager (PBM) sector processes prescription drug claims on behalf of companies that offer a prescription drug benefit to their employees. The case associated with this teaching note follows Bob Nease, chief scientist at Express Scripts, as he...
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Keywords:
Pharmaceuticals;
Prescription Drugs;
Pharmacy Benefit Manager;
PBM;
Healthcare;
Behavioral Economics;
Choice Architecture;
Active Choice;
Service Delivery;
Decision Choices and Conditions;
Consumer Behavior;
Distribution Channels;
Health Care and Treatment;
Service Industry;
Pharmaceutical Industry
- January 2016 (Revised July 2018)
- Case
Cyberdyne: A Leap to the Future
By: Doug J. Chung and Mayuka Yamazaki
Cyberdyne Inc. was a Japanese technology venture that wanted to commercialize a hybrid assistive limb (HAL). HAL was a robotic exoskeleton system for people who had difficulty walking due to nervous system disabilities resulting from stroke, spinal cord injury (SCI),...
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- 2015
- Working Paper
Match Your Own Price? Self-Matching as a Retailer's Multichannel Pricing Strategy
By: Pavel Kireyev, Vineet Kumar and Elie Ofek
Multichannel retailing has created several new strategic choices for firms. With respect to pricing, an important decision is whether to offer a "self-matching policy." Self-matching allows a multichannel retailer to offer the lowest of its online and in-store prices...
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- September 2014 (Revised March 2015)
- Case
Managing Multi-Media Audiences at WHDH (Boston)
By: Thales Teixeira and V. Kasturi Rangan
WHDH's Channel 7 News rose to the #1 position in Boston-area news broadcasting through its embrace of an innovative format and for affiliating with NBC. Since the early 2000s, however, other news programs had copied their format, and young audiences had begun to use...
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Keywords:
Online News;
Television Advertising;
Attention Economics;
Cross-media Efforts;
Competition;
Internet and the Web;
Consumer Behavior;
Organizational Change and Adaptation;
Change Management;
Marketing Strategy;
Decision Choices and Conditions;
Digital Marketing;
Television Entertainment;
Media and Broadcasting Industry;
Boston
- September 2014
- Article
The Interrelationships Between Brand and Channel Choice
By: Scott Neslin, Kenshuk Jerath, Anand Bodapati, Eric T. Bradlow, John A. Deighton, Sonja Gensler, Leonard Lee, Elisa Montaguti, Rahul Telang, Raj Venkatesan, Peter C. Verhoef and Z. John Zhang
We propose a framework for the joint study of the consumer's decision of where to buy and what to buy. The framework is rooted in utility theory where the utility is for a particular channel/brand combination. The framework contains firm actions, the consumer search...
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- March 2014
- Teaching Note
The Weather Company
By: Rosabeth Moss Kanter and Ai-Ling Jamila Malone
New CEO David Kenny transformed The Weather Company in less than two years from a primary identity as a cable television channel to a multi-platform digital company innovating in the uses of weather data. He assesses progress and considers strategic choices and...
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- January 2014
- Case
The Weather Company
New CEO David Kenny transformed The Weather Company in less than two years from a primary identity as a cable television channel to a multi-platform digital company innovating in the uses of weather data. He assesses progress and considers strategic choices and...
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