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Publications

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  • All HBS Web  (43)
    • Faculty Publications  (8)

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    • All HBS Web  (43)
      • Faculty Publications  (8)

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      • February 2022 (Revised September 2022)
      • Case

      Lilium: Preparing for Takeoff

      By: Navid Mojir, Vincent Dessain, Mette Fuglsang Hjortshoej and Emer Moloney
      Lilium is a German company focused on developing electric vertical takeoff and landing vehicles (eVTOLs) that can be used to offer air taxi services. The company went public in September 2021 through a special purpose acquisition company (SPAC) deal, raising more than...  View Details
      Keywords: SPACs; Business Model; Forecasting and Prediction; Green Technology; Capital Markets; Venture Capital; Initial Public Offering; Rural Scope; Urban Scope; City; Disruptive Innovation; Growth and Development Strategy; Technological Innovation; Demand and Consumers; Market Timing; Industry Growth; Infrastructure; Logistics; Product Design; Product Development; Production; Service Delivery; Service Operations; Strategic Planning; Partners and Partnerships; Risk and Uncertainty; Urban Development; Sustainable Cities; Business Strategy; Competitive Strategy; Competitive Advantage; Air Transportation; Aerospace Industry; Air Transportation Industry; Green Technology Industry; Transportation Industry; Travel Industry; Germany; Munich; Brazil; United States; Florida
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      Mojir, Navid, Vincent Dessain, Mette Fuglsang Hjortshoej, and Emer Moloney. "Lilium: Preparing for Takeoff." Harvard Business School Case 522-084, February 2022. (Revised September 2022.)
      • February 2021 (Revised June 2021)
      • Case

      Brainlab: Imaging a MedTech Future

      By: Regina E. Herzlinger, Gregory P. Licholai and Federica Gabrieli
      Can Brainlab, a privately held firm, compete with giants like Medtronic and Amazon in delivering the Digital Operating Room of the future? The CEO is pondering solutions for secure exchange of medical information, pricing a new robotic imaging device, and reorganizing...  View Details
      Keywords: Surgery; Robotics; Health Care; Private Healthcare; Pricing; Technology Platform; Acquisition; Business Growth and Maturation; Growth and Development Strategy; Business Strategy; Corporate Strategy; Corporate Entrepreneurship; Health Care and Treatment; Health; Innovation and Invention; Innovation and Management; Innovation Strategy; Technological Innovation; Applications and Software; Information Infrastructure; Information Technology; Digital Platforms; Health Industry; Europe; Germany; Munich
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      Herzlinger, Regina E., Gregory P. Licholai, and Federica Gabrieli. "Brainlab: Imaging a MedTech Future." Harvard Business School Case 321-087, February 2021. (Revised June 2021.)
      • December 2018
      • Teaching Note

      Bayern Munich in China

      By: Karim Lakhani and Sascha L. Schmidt
      Teaching Note for HBS No. 617-025.  View Details
      Keywords: Market Entry; Football; Soccer; Bundesliga; Digital Technology; Sports; Global Strategy; Market Entry and Exit; Online Technology; Sports Industry; Germany; China
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      Lakhani, Karim, and Sascha L. Schmidt. "Bayern Munich in China." Harvard Business School Teaching Note 619-037, December 2018.
      • November 2016
      • Case

      Bayern Munich in China

      By: Karim Lakhani, Sascha L. Schmidt, Michael Norris and Kerry Herman
      In 2015, German football club Bayern Munich is considering how to enter the Chinese market. Should it build its own infrastructure or rely on third-party partnerships to reach this massive football fan base?  View Details
      Keywords: Football; Soccer; Bundesliga; Digital Technology; Market Entry; Sports; Global Strategy; Market Entry and Exit; Online Technology; Sports Industry; Germany; China
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      Lakhani, Karim, Sascha L. Schmidt, Michael Norris, and Kerry Herman. "Bayern Munich in China." Harvard Business School Case 617-025, November 2016.
      • February 2014 (Revised September 2014)
      • Teaching Note

      The Munich Oktoberfest: From Local Tradition to Global Capitalism

      By: Juan Alcacer
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      Alcacer, Juan. "The Munich Oktoberfest: From Local Tradition to Global Capitalism." Harvard Business School Teaching Note 714-468, February 2014. (Revised September 2014.)
      • December 2013 (Revised October 2014)
      • Case

      The Munich Oktoberfest: From Local Tradition to Global Capitalism

      By: Juan Alcacer, Christian Bettinger and Andreas Philippi
      Oktoberfest, an annual festival held in Munich (Germany) for more than 200 years, has grown in recent decades into a hugely popular event that attracts 7 million visitors annually, a large proportion of which are foreign. In fact, Oktoberfest's global appeal is so...  View Details
      Keywords: Value Creation; Product Positioning; Marketing Channels; Global Strategy; Food and Beverage Industry; Ohio; Munich; Brazil; Bangalore; Beijing
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      Alcacer, Juan, Christian Bettinger, and Andreas Philippi. "The Munich Oktoberfest: From Local Tradition to Global Capitalism." Harvard Business School Case 714-439, December 2013. (Revised October 2014.)
      • March 2011
      • Case

      MorphoSys AG: The Evolution of a Biotechnology Business Model

      By: Gary P. Pisano, Ryan Johnson and Carin-Isabel Knoop
      In the biotech world, the 18-year-old Munich-based company MorphoSys was a rarity: it was profitable. The company achieved this profitability not by developing and selling its own drugs, but by licensing access to its proprietary library of human antibodies. Recently,...  View Details
      Keywords: Business Model; Profit; Intellectual Property; Rights; Risk Management; Digital Platforms; Product Development; Business and Shareholder Relations; Vertical Integration; Biotechnology Industry; Munich
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      Pisano, Gary P., Ryan Johnson, and Carin-Isabel Knoop. "MorphoSys AG: The Evolution of a Biotechnology Business Model." Harvard Business School Case 611-046, March 2011.
      • June 1996
      • Case

      Siemens Corporation (B): Corporate Advertising for 1996

      By: Stephen A. Greyser and Norman Klein
      Describes the television advertising and presents examples of the comparable print ads, then documents new measurement tools and presents the results of key surveys that address audience awareness. Also includes other relevant activities to support Siemens USA's...  View Details
      Keywords: Advertising Campaigns; Learning; Balanced Scorecard; Operations; Outcome or Result; Advertising Industry
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      Greyser, Stephen A., and Norman Klein. "Siemens Corporation (B): Corporate Advertising for 1996." Harvard Business School Case 596-106, June 1996.
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