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- November 2021
- Case
Farfetch: Digital Transformation for Luxury Brands
By: Sunil Gupta, Jill Avery, Elena Corsi and Federica Gabrieli
Farfetch, a global luxury technology platform and digital marketplace had been surfing the wave of digital transformation in the luxury fashion industry since 2008. While the company’s stock price and market valuation had fluctuated since its IPO in 2018, it had...
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Keywords:
Digital Marketing;
E-commerce;
Digital Transformation;
Marketplaces;
Retailing;
Internet Marketing;
E-Commerce Strategy;
Marketing;
Marketing Strategy;
Marketing Channels;
Brands and Branding;
Luxury;
Growth and Development Strategy;
Apparel and Accessories Industry;
Beauty and Cosmetics Industry;
Fashion Industry;
Retail Industry;
Web Services Industry;
Technology Industry;
United Kingdom;
Europe;
Portugal;
China
- October 2021
- Case
Project Maji: Pricing Water in Sub-Saharan Africa
By: Elie Ofek, Marco Bertini, Esel Çekin and Dilyana Karadzhova Botha
In July 2021, Sunil Lalvani, founder and CEO of Project Maji, a non-profit social enterprise headquartered in Dubai that had already provided sustainable, clean water solutions to 80,000 people living in rural communities across Ghana and Kenya, was facing an important...
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- July 2021
- Case
Mary Kay Inc.: Enriching Women's Lives while Embracing Change
By: Elie Ofek, K. Shelette Stewart and Julia Kelley
In December 2020, Mary Kay Inc. Chief Marketing Officer Sheryl Adkins-Green considered several strategic dilemmas. Founded in 1963 by Mary Kay Ash, Mary Kay was a direct sales company whose Independent Beauty Consultants purchased its beauty and cosmetics products at...
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Keywords:
Advertising Campaigns;
Demographics;
Marketing;
Brands and Branding;
Marketing Channels;
Marketing Communications;
Marketing Strategy;
Product Marketing;
Product Positioning;
Social Marketing;
Salesforce Management;
Organizations;
Mission and Purpose;
Organizational Change and Adaptation;
Innovation and Invention;
Innovation Strategy;
Competition;
Competitive Strategy;
Competitive Advantage;
Beauty and Cosmetics Industry;
North and Central America;
United States;
Europe;
Asia;
Texas
- April 2021
- Supplement
Buy Online, Pickup in Store: Vice President of E-Commerce Supplement
By: Antonio Moreno, Santiago Gallino and Amy Klopfenstein
In April 2019, Sylvarella VP of E-Commerce Charla Limont must review an analysis of her department’s sales data to determine the impact of the company’s Buy Online, Pickup in Store (BOPS) program. The program implementation created significant problems for the...
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- April 2021
- Supplement
Buy Online, Pickup in Store: Vice President of Store Operations Supplement
By: Antonio Moreno, Santiago Gallino and Amy Klopfenstein
In April 2019, Sylvarella VP of Store Operations Axley Vega must review an analysis of her department’s sales data to determine the impact of the company’s Buy Online, Pickup in Store (BOPS) program. BOPS implementation created significant problems for the store...
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- April 2021
- Case
Codecademy: Where to Next?
By: Jeffrey F. Rayport, Max Mailman and Sarah Ascherman
In March 2020, Zach Sims, co-founder and CEO of online education platform Codecademy, prepared for a meeting with his Chief of Staff Kunal Ahuja to discuss the company’s goals. Codecademy billed itself as the largest online resource for computer science literacy and...
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Keywords:
Monetization Strategy;
Business Model;
Change Management;
Venture Capital;
Leading Change;
Growth and Development Strategy;
Growth Management;
Management Teams;
Marketing Channels;
Product Marketing;
Network Effects;
Product Development;
Organizational Change and Adaptation;
Strategic Planning;
Online Technology;
Technology Platform;
United States
- April 5, 2021
- Article
Defining a Post-Pandemic Channel Strategy
Companies have experienced a surge of online orders during the pandemic. As the crisis eases, leaders need to decide whether the shift to e-commerce is a permanent “new normal” or a temporary increase. Across sectors, forecasts aimed at answering this question form the...
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- April 2021
- Teaching Note
Drinkworks: Home Bar by Keurig
By: Sunil Gupta and Jonathan Levav
Teaching Note for HBS Case No. 521-010. In the summer of 2018, Drinkworks CEO Nathaniel Davis needed to make a number of go-to-market decisions ahead of his company’s upcoming product launch. Formed through a joint venture between Keurig Dr. Pepper and Anheuser-Busch...
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Keywords:
Marketing;
Marketing Strategy;
Product Marketing;
Product Launch;
Product Positioning;
Markets;
Bids and Bidding;
Demand and Consumers;
Consumer Behavior;
Market Design;
Distribution;
Distribution Channels;
Product;
Product Design;
Product Development;
Business Model;
Customers;
Customer Value and Value Chain;
Decision Making;
Decisions;
Goods and Commodities;
Innovation and Invention;
Technological Innovation;
Business or Company Management;
Growth and Development Strategy;
Research;
Research and Development;
Strategy;
Adoption;
Competitive Advantage;
Segmentation;
Technology;
Hardware;
Value;
Value Creation;
Food and Beverage Industry;
Consumer Products Industry;
North and Central America;
United States
- March 2021
- Case
Seeding and Selling Asana
By: Jeffrey F. Rayport, Susie Ma and Amram Migdal
In December 2019, Oliver Jay, Asana’s Chief Revenue Officer (CRO), was reconsidering his go-to-market (GTM) strategy. Asana was cloud-based work management software that enabled users to break up projects into discrete tasks that could be assigned, scheduled, and...
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Keywords:
SaaS;
Customer Journey;
Business Model;
Business Organization;
Change Management;
Growth and Development Strategy;
Growth Management;
Marketing Channels;
Marketing Strategy;
Product Marketing;
Organizational Change and Adaptation;
Organizational Design;
Organizational Structure;
Technology Platform;
Online Technology;
Technology Industry;
United States
- February 2021 (Revised July 2021)
- Case
TikTok in 2020: Super App or Supernova?
By: Jeffrey F. Rayport, Dan Maher and Dan O'Brien
TikTok’s parent company, ByteDance, was launched in 2012 around a simple idea – helping users entertain themselves on their smartphones while on the Beijing Subway. In less than a decade, it had become one of the world’s most valuable private companies, with investors...
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Keywords:
Business Model;
Business Startups;
Business Organization;
Change Management;
Disruption;
Cross-Cultural and Cross-Border Issues;
Global Strategy;
Health Pandemics;
Innovation Strategy;
Growth and Development Strategy;
Growth Management;
Brands and Branding;
Marketing Strategy;
Marketing Channels;
Network Effects;
Two-Sided Platforms;
Product Design;
Product Development;
Partners and Partnerships;
Opportunities;
Social Issues;
Mobile Technology;
Online Technology;
Value Creation;
United States;
China
- February 2021 (Revised March 2021)
- Case
AptDeco: Circular Economy Furniture Marketplace
By: Ayelet Israeli and Jamie Merkrebs
AptDeco, a used furniture marketplace, was growing rapidly in the tri-state area. The co-founders were confident that the business model, financial position, and unit economics positioned AptDeco for scaling in the massive $120 billion furniture market, despite its...
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Keywords:
E-commerce;
E-Commerce Strategy;
Mobile;
Digital Marketing;
Word-of-Mouth;
Word-of-mouth Marketing;
Word Of Mouth;
Internet Marketing;
Growth Strategy;
Platform;
Platforms;
Two Sided Markets;
Two-sided Market;
Two-sided Marketplace;
Two-Sided Markets;
Two-sided Network;
Black Entrepreneurs;
Black Leadership;
African Americans;
Circular;
Peer-to-peer Markets;
Furniture Industry;
Furniture;
Growth Hacking;
Monetization Strategy;
Growth Management;
Marketing Strategy;
Entrepreneurship;
Market Platforms;
Marketing Channels;
Online Advertising;
Consumer Behavior;
Acquisition;
Growth and Development Strategy;
Two-Sided Platforms;
Customer Focus and Relationships;
Retail Industry;
Consumer Products Industry;
Technology Industry;
Web Services Industry;
United States;
North America;
New York (city, NY);
New York (state, US)
- January 2021
- Supplement
Barbara Krakow Gallery (B): Art and the Pandemic
By: José B. Alvarez and David Lane
Updates (A) case by describing the early impact of the COVID-19 pandemic on the art market, the renaming of the gallery as the Krakow Witkin Gallery, and the response of its partners and staff to the pandemic.
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- January 2021 (Revised March 2021)
- Case
Arçelik: From a Dealer Network to an Omnichannel Experience
By: Ayelet Israeli and Fares Khrais
Arçelik Turkey, the country’s market leader in household appliances, was at an omnichannel crossroads in January 2020. Arçelik was a B2B player utilizing a dealership network with an umbrella of brands and had one of the largest brick-and-mortar store networks in...
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Keywords:
Digital Transformation;
Digital Marketing;
Bricks And Mortar;
Franchise Management;
Franchising;
Dealer Network;
Dealers;
B2B;
B2B2C;
Tradition;
Culture Change;
Cultural Adaptation;
Omnichannel;
Omnichannel Retail;
Omni-channel;
Omnichannel Retailing;
Sales Channels;
Sales Channel Development;
Channel Management;
Channels Of Distribution;
Marketplace;
Platforms;
Collaboration;
Online Channel;
Online Data;
Online Sales;
Online Shopping;
Online;
Retail;
Retailing;
Disruption;
Transformation;
Franchise Ownership;
Change Management;
Partners and Partnerships;
Consumer Behavior;
Sales;
Online Technology;
Marketing Strategy;
Conflict and Resolution;
Conflict Management;
Organizational Culture;
Distribution Channels;
Electronics Industry;
Retail Industry;
Consumer Products Industry;
Turkey
- January 2021
- Exercise
E-Commerce Analytics for CPG Firms (B): Optimizing Assortment for a New Retailer
By: Ayelet Israeli and Fedor (Ted) Lisitsyn
The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for...
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Keywords:
Data Analysis;
Data Analytics;
CPG;
Consumer Packaged Goods (CPG);
Online Channel;
Retail Analytics;
Retail;
Retailing Industry;
Data;
Data Sharing;
Ecommerce;
CRM;
Loyalty Management;
Assortment Planning;
Assortment Optimization;
Lifetime Value (LTV);
Data and Data Sets;
Analysis;
Retention;
Retail Industry;
Consumer Products Industry;
United States
- December 2020 (Revised February 2021)
- Case
Kerry Group: Inspiring Food, Nourishing Life
By: Forest L. Reinhardt, José B. Alvarez, Damien McLoughlin, Tonia Labruyere and Tonia Junker
The Irish company Kerry Group, one of the leading global players in the taste and nutrition industry, wants to ensure its future growth in developing and developed markets. Founded in 1972 as a dairy cooperative, it had grown into a provider of taste and nutrition...
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- December 2020 (Revised April 2021)
- Case
Arcos Dorados: A QSR Recovery Plan
By: Forest Reinhardt, José B. Alvarez, Jenyfeer Martinez Buitrago and Mariana Cal
Arcos Dorados—McDonald’s largest independent franchisee, covering Latin America and the Caribbean (LAC)—faced a pandemic that was disrupting the entire consumer foodservice business in 2020. With the exclusive right to own, operate, and sub-franchise McDonald’s...
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Keywords:
Agribusiness;
Animal-Based Agribusiness;
Plant-Based Agribusiness;
Customer Value and Value Chain;
Income;
Macroeconomics;
Environmental Management;
Environmental Sustainability;
Cross-Cultural and Cross-Border Issues;
Food;
Health Pandemics;
Crisis Management;
Logistics;
Corporate Social Responsibility and Impact;
Strategic Planning;
Food and Beverage Industry;
Agriculture and Agribusiness Industry;
Retail Industry;
Latin America;
Aruba;
Guadeloupe;
Martinique;
Mexico;
Panama;
Costa Rica;
Argentina;
Brazil;
Chile;
Colombia;
Ecuador;
French Guiana;
Peru;
Uruguay;
Venezuela;
Puerto Rico;
Trinidad and Tobago
- 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;
Technology;
Business Growth and Maturation;
Health Industry;
Technology Industry;
Insurance Industry;
Information Technology Industry;
Food and Beverage Industry;
Israel;
United States
- September 2020
- Case
Chip and Joanna Gaines' Magnolia Network
By: Anita Elberse and Julia McNicholas
Chip and Joanna Gaines, who have shot to fame as stars of the hit television show Fixer Upper, are preparing to launch their own television network. It is April 2019, a year since the home-renovation show Fixer Upper’s fifth season on cable channel HGTV ended, and more...
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Keywords:
Entertainment;
Television;
Superstars;
Innovation;
Creative Industries;
Talent;
General Management;
Celebrities;
Television Entertainment;
Entrepreneurship;
Joint Ventures;
Innovation and Invention;
Marketing;
Strategy;
Entertainment and Recreation Industry;
Media and Broadcasting Industry
- September 2020
- Case
Drinkworks: Home Bar by Keurig
By: Sunil Gupta, Jonathan Levav and Julia Kelley
In the summer of 2018, Drinkworks CEO Nathaniel Davis needed to make a number of go-to-market decisions ahead of his company’s upcoming product launch. Formed through a joint venture between Keurig Dr. Pepper and Anheuser-Busch InBev, Drinkworks had developed an...
View Details
Keywords:
Marketing;
Marketing Strategy;
Product Marketing;
Product Launch;
Product Positioning;
Markets;
Bids and Bidding;
Demand and Consumers;
Consumer Behavior;
Market Design;
Distribution;
Distribution Channels;
Product;
Product Design;
Product Development;
Business Model;
Customers;
Customer Value and Value Chain;
Decision Making;
Decisions;
Goods and Commodities;
Innovation and Invention;
Technological Innovation;
Business or Company Management;
Growth and Development Strategy;
Research;
Research and Development;
Strategy;
Adoption;
Competitive Advantage;
Segmentation;
Technology;
Hardware;
Value;
Value Creation;
Food and Beverage Industry;
Consumer Products Industry;
North and Central America;
United States