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Summary As digital technology continues to open up new distribution channels, customer demands and sales strategies are rapidly evolving. With...
Skip to Main Content Cold Call A podcast featuring faculty discussing cases they've written and the lessons they impart. Subscribe on iTunes 29 Sep...
- January 2021
- Supplement
Barbara Krakow Gallery (B): Art and the Pandemic
By: Jose 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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- 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
- July 2020
- Teaching Note
Shindigz
By: Frank Cespedes
Teaching Note for HBS Case No. 819-010. Shindigz sells party and celebratory items through its branded direct online channel, third-party retail and wholesale channels, and online marketplaces. Shindigz has for decades successfully executed a premium-priced branded...
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- July 2020
- Case
Amanda and Kristen: Mented Cosmetics
By: Steven Rogers, Jeffrey J. Bussgang and Alterrell Mills
The co-founders (Black HBS alumnae) of an e-commerce beauty startup explore the unmet needs within the beauty industry. This case study examines the entrepreneurial opportunities that come from identifying an underserved market, specifically within the Black community...
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Keywords:
Brands And Branding;
Competition;
Customers;
Disruption;
Disruptive Innovation;
distribution channels;
Entrepreneurship;
Finance;
Macroeconomics;
Marketing;
Marketing channels;
Marketing Communications;
Marketing Strategy;
Mission And Purpose;
Organizational Culture;
Product Design;
Product Development;
Product Positioning;
Sales;
Social Issues;
Social Marketing;
Business Startups;
Strategic Planning;
Strategy;
Supply Chain Management;
Venture Capital;
Advertising Industry;
Public Relations Industry;
Chemical Industry;
Beauty And Cosmetics Industry;
Manufacturing Industry;
Retail Industry;
North And Central America;
United States;
New York (city, Ny);
New York (state, Us)
- June 2020
- Teaching Note
Armarium: Luxury Fashion Brands for Rent
By: Jill Avery and David Fubini
Armarium, a two-sided digital platform that offered consumers the opportunity to rent the most coveted, current season high fashion clothing and accessories from the top global luxury brands, had emerged from its first sales season with two distinct customer segments:...
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Keywords:
Luxury Brand;
Fashion;
Sharing Economy;
Two-sided Marketplace;
Target Market;
Customer Selection;
Marketing;
Brands And Branding;
Luxury;
Two-sided Platforms;
Business Model;
Growth And Development Strategy;
Customer Value And Value Chain;
Fashion Industry;
Consumer Products Industry;
United States;
North America
- April 2020
- Teaching Note
Indigo Agriculture: Harnessing Nature
By: Michael W. Toffel and James Barnett
Teaching Note for HBS No. 620-024. Indigo Agriculture used a digital-enabled research and development (R&D) process to launch its initial product, microbial coatings for agricultural seeds, which increase crop yields while reducing the need for fertilizers. In doing...
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- February 2020
- Supplement
Indigo Agriculture: Harnessing Nature
By: Michael W. Toffel and James Barnett
Indigo Agriculture used a digital-enabled research and development (R&D) process to launch its initial product, microbial coatings for agricultural seeds, which increase crop yields while reducing the need for fertilizers. In doing so, the company developed direct...
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Keywords:
Operations;
Supply Chain;
Social Enterprise;
Product Development;
distribution channels;
Business Strategy;
Market Platforms;
Environmental Sustainability;
Science-based Business;
Climate Change;
Agriculture And Agribusiness Industry;
Green Technology Industry;
United States;
Massachusetts
- February 2020 (Revised January 2021)
- Case
Anomalie
By: Jeffrey F. Rayport and Thomas O. Jones
In early 2019, the founders of Anomalie, an online direct-to-consumer provider of bridal gowns, have just agreed to an $13.6 million Series A investment from a Silicon Valley VC. They are considering three major initiatives as they move forward. (1) To scale their...
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- December 2019
- Case
Walmart Ecommerce (A): Picking up the Pace
By: Ramon Casadesus-Masanell and Karen Elterman
This case is an abridged version (part 1 of 2) of "Walmart's Omnichannel Strategy: Revolution or Miscalculation?" HBS Case No. 720-370. The (A) case discusses Walmart's early forays into online retail, as well as improvements made under Doug McMillon beginning in 2014....
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- December 2019
- Case
Walmart Ecommerce (B): Omnichannel Pursuits
By: Ramon Casadesus-Masanell and Karen Elterman
This case is an abridged version (part 2 of 2) of "Walmart's Omnichannel Strategy: Revolution or Miscalculation?" HBS Case No. 720-370. The (B) case describes Walmart’s omnichannel strategy in 2018 as it battled Amazon for online retail market share. Walmart aimed to...
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- November 2019 (Revised June 2020)
- Case
Indigo Agriculture: Harnessing Nature
By: Marco Iansiti, Michael W. Toffel and James Barnett
Indigo Agriculture used a digital-enabled research and development (R&D) process to launch its initial product, microbial coatings for agricultural seeds, which increase crop yields while reducing the need for fertilizers. In doing so, the company developed direct...
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Keywords:
Carbon Sequestration;
Operations;
Supply Chain;
Social Enterprise;
Product Development;
distribution channels;
Business Strategy;
Market Platforms;
Environmental Sustainability;
Science-based Business;
Climate Change;
Agriculture And Agribusiness Industry;
Green Technology Industry;
United States;
Massachusetts
- August 2019
- Case
Walmart's Omnichannel Strategy: Revolution or Miscalculation?
By: Ramon Casadesus-Masanell and Karen Elterman
This case describes Walmart's omnichannel strategy in 2018 as it battled Amazon for online retail market share. The case discusses Walmart's early forays into online retail, as well as its 2018 strategy, which aimed to integrate Walmart's enormous brick and mortar...
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- August 2019
- Case
Apex Ski Boots
By: Kate Barasz and John T. Gourville
Apex Ski Boots has introduced a new ski boot that, due to its radical design, is meeting resistance in the marketplace from many retailers, ski experts, and consumers. The company must decide how best to drive sales in the face of this resistance.
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- July 2019 (Revised March 2020)
- Case
At-Bay Cyber Insurance
By: Marco Di Maggio and David Lane
At-Bay was a cyber insurance startup that offered companies coverage against a wide array of cyber risks—exposure to which the firm was able to quickly assess and price on the basis of technical expertise that traditional insurance carriers lacked. In mid-2019, At-Bay...
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- March 2019 (Revised September 2019)
- Case
The DivaCup: Navigating Distribution and Growth
By: Ayelet Israeli
When the mother-daughter founders of DivaCup set out with a mission to disrupt the menstrual care industry with an innovative product form, they initially struggled to gain legitimacy and convince retailers to carry their unique product. Fifteen years later, the...
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Keywords:
Female;
Female Ceo;
Female Entrepreneur;
Female Protagonist;
Health ＆ Wellness;
Healthcare;
Price Policies;
Minimum Advertised Price;
Differentiation;
Positioning;
Growth;
Health;
Health Care And Treatment;
Price;
Disruption;
distribution;
distribution channels;
Competitive Strategy;
Competition;
Growth Management;
Mission And Purpose;
Product Development;
Product Marketing;
Product Launch;
Product Positioning;
Advertising;
Business Startups;
Internet;
Entrepreneurship;
Social Entrepreneurship;
Social Issues;
Social Enterprise;
Retail Industry;
Medical Devices And Supplies Industry;
Manufacturing Industry;
Health Industry;
Green Technology Industry;
Education Industry;
distribution Industry;
Consumer Products Industry;
Canada;
United States;
United Kingdom
- 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...
View Details
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;
Technology;
Business Growth And Maturation;
Health Industry;
Technology Industry;
Insurance Industry;
Information Technology Industry;
Food And Beverage Industry;
Israel;
United States
- November 2018 (Revised May 2019)
- Case
Almarai Company: Milk and Modernization in the Kingdom of Saudi Arabia
By: Kristin Fabbe, Safwan Al-Amin, Esel Cekin and Natalie Kindred
With SAR 14 billion ($3.7 billion) in 2017 revenues, Almarai was Saudi Arabia’s largest dairy producer, distributor, and marketer, with a large portfolio of branded dairy products, juices, bakery goods, and infant formula and a sales presence across the Gulf region,...
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Keywords:
Dairy;
Agriculture;
Kingdom Of Saudi Arabia;
Almarai;
Schorderet;
Food Security;
Public Policy;
Self Sufficiency;
Gulf;
Gcc;
Business And Government;
Agribusiness;
Marketing;
distribution;
Change Management;
Leading Change;
Strategy;
Government And Politics;
Policy;
Diversification;
Integration;
Horizontal Integration;
Vertical Integration;
Food;
Brands And Branding;
Growth And Development Strategy;
Business And Government Relations;
Agriculture And Agribusiness Industry;
Food And Beverage Industry;
Consumer Products Industry;
Saudi Arabia;
Middle East
- September–October 2018
- Article
Online MAP Enforcement: Evidence from a Quasi-Experiment
By: Ayelet Israeli
This paper investigates a manufacturer’s ability to influence compliance rates among its authorized online retailers by exploiting changes in the Minimum Advertised Price (MAP) policy and in dealer agreements. MAP is a pricing policy widely used by manufacturers to...
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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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