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- April 2022
- Case
NIO: A Chinese EV Company's Global Strategy
By: William C. Kirby, Shu Lin and Noah B. Truwit
Founded in November 2014 and based in Shanghai, NIO designed, jointly manufactured, and sold premium “smart” EVs. Its mission was to “shape a joyful lifestyle by offering high-performance smart electric vehicles and being the best user enterprise. At NIO Day 2021,...
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- December 2021
- Case
Green Monday
By: José B. Alvarez, Billy Chan and Dawn H. Lau
This case describes the entrepreneurial journey of David Yeung, from campaigning for plant-based diets to building Green Monday, a purpose-driven business and an ecosystem based in Hong Kong comprising a retail platform, an alternative meat brand (“OmniPork”), a...
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- June 2021
- Case
Selassie Atadika: Entrepreneurship in Africa
By: Boris Groysberg, Susan Seligson and Katherine Connolly Baden
This case profiles the career of Ghana-based chef and entrepreneur, Selassie Atadika. In the midst of the COVID-19 pandemic, she faced many questions about the future, such as: How could she convince Ghanaian consumers to view their native cuisine in a fresh,...
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- May 2021 (Revised August 2021)
- Case
Melissa Wood Health: How to Win in the Creator Economy
By: Eva Ascarza
In October 2020, Melissa Wood-Tepperberg, founder of the digital subscription wellness platform Melissa Wood Health (MWH) and creator of ‘The MWH Method,’ was evaluating the strategic directions of her company. What had started as a way to share workouts and wellness...
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- January 25, 2021
- Blog Post
Lower Income Translates to Fewer Happy Experiences—Here Is How We Can Fix It
By: Jon M. Jachimowicz and Adam Eric Greenberg
Can money actually buy happiness? Research shows that having more money makes people evaluate their lives more favorably (what researchers call “life satisfaction”). Surprising as it may seem, whether money leads to greater life satisfaction because it makes people...
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- January 2021
- Case
The FIRE Savings Calculator
By: Michael Parzen and Paul J. Hamilton
This case follows Carol Muñoz, a member of the Financial Independence, Retire Early (FIRE) lifestyle movement. At the age of 45, Carol is considering retiring and living off the $1 million she has accumulated. Using Monte Carlo simulation, Carol forecasts the...
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- June 2020
- Teaching Note
Brand Storytelling at Shinola
By: Jill Avery, Giana M. Eckhardt and Michael Beverland
Detroit, Michigan, aka “The Motor City,” is known as the birthplace of most of the American classic automotive brands. It is a city filled with the rich history of the industrial age, the pride of American manufacturing, and of the soulful sounds of Motown music. It is...
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- June 2020
- Article
Overcoming Barriers to Early Disease Intervention
By: H. Hugo Caicedo, Daniel A. Hashimoto, Julio C. Caicedo, Alex Pentland and Gary P. Pisano
It is widely acknowledged that earlier intervention in many disease processes leads to better patient outcomes and lower treatment costs. To date, most efforts at early disease intervention have focused on "primary prevention" which focuses on preventing diseases in...
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- May 2020 (Revised August 2020)
- Case
Brand Storytelling at Shinola
By: Jill Avery, Giana M. Eckhardt and Michael B. Beverland
Detroit, Michigan, aka “The Motor City,” is most known as the birthplace of most of the American classic automotive brands. It is a city filled with the rich history of the industrial age, the pride of American manufacturing, and of the soulful sounds of Motown music....
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- November 2019 (Revised April 2020)
- Case
Away: Scaling a DTC Travel Brand
By: Jill Avery and Joseph B. Fuller
Away, a direct-to-consumer, digital native e-commerce seller of travel luggage, is debating how to invest its latest round of venture funding. How quickly could and should Away scale and what were the most promising growth trajectories to maximize its potential? Three...
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Keywords:
Brand Management;
DTC;
Brand Extension;
Lifestyle Brand;
Customer Segmentation;
Retailing;
Scaling And Growth;
Startup;
Brands and Branding;
Marketing;
Marketing Strategy;
Marketing Channels;
Entrepreneurship;
Venture Capital;
Consumer Behavior;
Growth and Development Strategy;
Business Startups;
E-commerce;
Consumer Products Industry;
Travel Industry;
United States;
North America
- June 2019
- Case
Rachael Ray: Cooking Up a Brand
By: Boris Groysberg, Robin Abrahams and Kerry Herman
Rachael Ray built a remarkable career and brand, first as a cooking personality, and then as a lifestyle maven. This case explores her early career, decisions taken along the way, and the successes she achieved in publishing, television and as a spokesperson. As her...
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- 2019
- Chapter
Characterizing the Drug Development Pipeline for Precision Medicines
By: Amitabh Chandra, Craig Garthwaite and Ariel Dora Stern
BOOK ABSTRACT: Personalized and precision medicine (PPM)—the targeting of therapies according to an individual’s genetic, environmental, or lifestyle characteristics—is becoming an increasingly important approach in health care treatment and prevention. The advancement...
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- April 2019 (Revised April 2021)
- Case
Wayfair
By: Jeffrey F. Rayport, Susie L. Ma and Matthew G. Preble
In 2016 Niraj Shah and Steve Conine, founders of online home goods retailer Wayfair, are faced with a decision about how to improve user experience on their e-commerce sites. A key driver of consumer interest and conversion to purchase in the home category is visual...
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- February 2019 (Revised January 2021)
- Case
Quiksilver Inc. and Oaktree Capital Management
By: Kristin Mugford and Mike Harmon
Sports lifestyle company Quiksilver filed for bankruptcy in September 2015. Oaktree is considering an additional investment in the company to facilitate the restructuring.
Students must consider whether Oaktree should invest given the risks of the turnaround...
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Keywords:
Bankruptcy;
Bankruptcy Reorganization;
Insolvency and Bankruptcy;
Acquisition;
Restructuring;
Debt Securities;
Transformation;
Decision Making;
Borrowing and Debt;
Investment Return;
Crisis Management;
Negotiation;
Retail Industry;
Apparel and Accessories Industry;
Consumer Products Industry;
France;
United States
- November 2018 (Revised February 2019)
- Case
Israel at 70: Is it Possible to (re)Brand a Country?
By: Elie Ofek and Sarah Gulick
In the spring of 2018, Israel was set to celebrate its 70th anniversary. While there was much to rejoice in reaching this milestone, the country’s brand image internationally was far from ideal. Past efforts to impact perceptions of Israel, spearheaded by the Ministry...
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- April 2018
- Case
Happy UAE
By: Joshua Schwartzstein, Brian J. Hall, Tiffany Y. Chang, Karim Sameh and Alpana Thapar
This case centers on the United Arab Emirates' (UAE) national goal of raising the happiness of its residents and visitors through ambitious government initiatives. They combined this bold national goal with an accountability structure (incentive plan) built on Key...
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- March 2018
- Teaching Note
Mavi: Fashioning a Path to Brand Growth
By: Jill Avery and Gamze Yucaoglu
Mavi, a leading Turkish apparel retailer, had sales of $419 million in 2015, up 20%. Growth rates like these were becoming routine at Mavi. But, its path to growth was getting more challenging, and Turkven, Mavi’s private equity partner, was planning its exit options...
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- February 2018 (Revised January 2020)
- Case
SoulCycle: The Road Ahead
By: Ashish Nanda, Eric Van den Steen and Jeffrey Boyar
Julie Rice and Elizabeth Cutler founded SoulCycle, an indoor cycling studio chain, in 2006 as more than a health club; they wanted it to become a lifestyle brand that would “empower riders in an immersive fitness experience.” By early 2015, SoulCycle had grown to 38...
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- November 2017 (Revised July 2018)
- Case
Royal Philips: Designing Toward Profound Change
By: Srikant M. Datar, Rajiv Lal and Caitlin N. Bowler
This case explores Royal Philips CEO Frans van Houten's bold use of design research to inform a critical strategic decision: Should Philips leave its storied lighting business behind in favor of complete focus on health technology and consumer lifestyle products?...
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- May 2017 (Revised August 2021)
- Case
Mavi: Fashioning a Path to Brand Growth
By: Jill Avery and Gamze Yucaoglu
This case examines the strategic choices and business model with regards to branding at Mavi, a leading Turkish apparel retailer. The case is presented from the perspective of the company CEO and its global brand director who is also part owner. In 2015, Mavi had sales...
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Keywords:
Brand Management;
Brand Architecture;
Brand Portfolio Strategy;
Brand Positioning;
International Expansion;
Retailing;
Fashion;
Pricing;
Fast Fashion;
Emerging Economies;
Brand Extension;
Marketing;
Marketing Strategy;
Brands and Branding;
Emerging Markets;
Growth and Development Strategy;
Expansion;
Global Range;
Decision Choices and Conditions;
Fashion Industry;
Retail Industry;
Turkey;
Europe;
Asia