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Publications
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- Faculty Publications (6)
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- Article
What Evolution Can Teach Us About Innovation
By: Noubar Afeyan and Gary P. Pisano
Many people believe that the process for achieving breakthrough innovations is chaotic, random, and unmanageable. But that view is flawed, the authors argue. Breakthroughs can be systematically generated using a process modeled on the principles that drive evolution in...
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- March 2020
- Case
Thingtesting: Launching a Brand Discovery and Testing Digital Community
By: Ayelet Israeli and Jill Avery
Thingtesting, a brand discovery and testing digital community devoted to uncovering and exploring direct-to-consumer brands, had just received seed funding and was contemplating a second year of growth. The new year brought many challenges, as founder Jenny Gyllander...
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Keywords:
Influencer Marketing;
Monetization;
Female Ceo;
Female Entrepreneur;
Female Protagonist;
Influencers;
Influencer;
Direct-to-consumer;
Marketing;
Brands and Branding;
Marketing Strategy;
Venture Capital;
Entrepreneurship;
Marketing Communications;
Consumer Products Industry;
Financial Services Industry;
Advertising Industry;
London;
United Kingdom;
United States;
Europe;
North America
- September 2019 (Revised August 2020)
- Case
Engineering an Inclusive Bioeconomy
By: Tarun Khanna, Raffaella Sadun and Susie L. Ma
In 2019, entrepreneur Juan Carlos Castilla-Rubio was developing a project he hoped could generate and share wealth from the natural resources of the Amazon without destroying those resources. His idea, called Earth Bank of Codes (EBC), would create a library of the...
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Keywords:
Decision Making;
Development Economics;
Entrepreneurship;
Innovation and Invention;
Intellectual Property;
Emerging Markets;
Market Design;
Marketplace Matching;
Science;
Genetics;
Natural Environment;
Environmental Sustainability;
Climate Change;
Social Enterprise;
Strategy;
Strategic Planning;
Information Technology;
Ownership;
Social Psychology;
Trust;
Society;
Biotechnology Industry;
South America;
Amazon Basin
- June 2016 (Revised November 2021)
- Case
chotuKool: 'Little Cool,' Big Opportunity
By: Rory McDonald, Derek van Bever and Efosa Ojomo
In 2013, a team led by Gopalan Sunderraman, vice president of corporate development at Godrej & Boyce Mfg. Co. Ltd.—one of the companies owned by Godrej Group, a large Indian conglomerate—was preparing to launch an innovative low-cost refrigerator. Developed expressly...
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- October 1997 (Revised September 2003)
- Case
Eli Lilly and Company: Drug Development Strategy (A)
By: Stefan H. Thomke, Ashok Nimgade and Paul Pospisil
Describes how Eli Lilly and Co. tries to accelerate its new drug development process with the aid of "combinatorial chemistry"--a rapidly emerging and revolutionary approach to preclinical drug discovery. The product manager of a potential blockbuster migraine drug...
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- 2018
- Chapter
Are Licensing Markets Local? An Analysis of the Geography of Vertical Licensing Agreements in Bio-Pharmaceuticals
By: Juan Alcacer, John Cantwell and Michelle Gittelman
As the value chain of the pharmaceutical industry disaggregates, upstream discovery is increasingly carried out by small research-specialized firms while downstream development, testing and marketing is conducted by global pharmaceutical firms. Licensing plays an...
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