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    • Faculty Publications  (29)

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    • All HBS Web  (407)
      • Faculty Publications  (29)

      Nascent Markets Remove Nascent Markets →

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      Parallel Play: Startups, Nascent Markets, and the Effective Design of a Business Model
      Category Kings or Commoners? Market-Shaping and its Consequences in Nascent Categories
      → Search All HBS Web
      • August 2020
      • Case

      Beyond Beer: Brewing Innovation at Molson Coors

      By: Derek C. M. van Bever, Stephen P. Kaufman, James Barnett and Shaye Roseman
      In March 2019, Molson Coors CEO Mark Hunter considered a request to pull forward $65 million CAD in anticipated future funding for Truss Beverages, a Toronto-based cannabis beverage company that Molson Coors created in a joint venture with a Canadian cannabis...  View Details
      Keywords: Budgets And Budgeting; Joint Ventures; Ethics; Cross-cultural And Cross-border Issues; Disruptive Innovation; Innovation Strategy; market Entry And Exit; Food And Beverage Industry; United States; Canada; Colorado
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      van Bever, Derek C. M., Stephen P. Kaufman, James Barnett, and Shaye Roseman. "Beyond Beer: Brewing Innovation at Molson Coors." Harvard Business School Case 321-008, August 2020.
      • June 2020
      • Article

      Parallel Play: Startups, Nascent Markets, and the Effective Design of a Business Model

      By: Rory McDonald and Kathleen Eisenhardt
      Prior research advances several explanations for entrepreneurial success in nascent markets but leaves a key imperative unexplored: the business model. By studying five ventures in the same nascent market, we develop a novel theoretical framework for understanding how...  View Details
      Keywords: Search; Legitimacy; Organizational Innovation; Organizational Learning; Mechanisms And Processes; Institutional Entrepreneurship; Qualitative Methods; Business Model Design; Business Model; Business Startups; Entrepreneurship; Emerging markets; Adaptation; Competition; Strategy
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      McDonald, Rory, and Kathleen Eisenhardt. "Parallel Play: Startups, Nascent Markets, and the Effective Design of a Business Model." Administrative Science Quarterly 65, no. 2 (June 2020): 483–523.
      • 2020
      • Working Paper

      Shaping Nascent Industries: Innovation Strategy and Regulatory Uncertainty in Personal Genomics

      By: Cheng Gao and Rory McDonald
      In nascent industries—whose new technologies are often poorly understood by regulators—contending with regulatory uncertainty can be crucial to organizational survival and growth. Prior research on nonmarket strategy largely focuses on established firms in mature...  View Details
      Keywords: Technological Change; Innovation; Qualitative Methods; Entrepreneurship; Technological Innovation; Governing Rules, Regulations, And Reforms; Risk And Uncertainty; Strategy
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      Gao, Cheng, and Rory McDonald. "Shaping Nascent Industries: Innovation Strategy and Regulatory Uncertainty in Personal Genomics." Harvard Business School Working Paper, No. 20-095, March 2020.
      • November 2019
      • Case

      DeepMap: Charting the Road Ahead for Autonomous Vehicles

      By: Shane Greenstein and Nicole Tempest Keller
      Founded in 2016, DeepMap developed high definition (HD) mapping software and localization services for Level 4+ autonomous vehicles. Traditional navigational maps were accurate to a few meters, which was sufficient for drivers but not for machine-driven vehicles that...  View Details
      Keywords: Mapping Software; Autonomous Vehicles; Business Startups; Software; Technological Innovation; Technology Adoption; Service Delivery; Global Range; Resource Allocation; Strategic Planning; Technology Industry; Auto Industry
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      Greenstein, Shane, and Nicole Tempest Keller. "DeepMap: Charting the Road Ahead for Autonomous Vehicles." Harvard Business School Case 620-047, November 2019.
      • October 2019 (Revised January 2020)
      • Background Note

      Evolution of the Drone Industry

      By: Rory McDonald, Andy Wu, Emilie Billaud and Ryan Bayer
      This note focuses on the development of the drone industry in recent years and provides insights on the drone technology, regulations, applications, market size, top players, and ecosystem. This note was written in conjunction with the case study “Parrot: Navigating...  View Details
      Keywords: Drones; Technology; Disruption; Strategy; Entrepreneurship; Engineering; Product Development; Technology Industry; Asia; Europe; North America; United States
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      McDonald, Rory, Andy Wu, Emilie Billaud, and Ryan Bayer. "Evolution of the Drone Industry." Harvard Business School Background Note 620-053, October 2019. (Revised January 2020.)
      • September 2018 (Revised April 2019)
      • Case

      Sigfox: Building a Global IoT Network

      By: Rajiv Lal, Mette Fuglsang Hjortshoej and Emilie Billaud
      In 2018, Ludovic Le Moan and Christophe Fourtet, co-founders of the French tech startup Sigfox, reflected on the evolution of their venture and the way forward. Founded in 2009, Sigfox was a company that provided a global connectivity network for devices connected to...  View Details
      Keywords: Internet Of Things; Business Startups; Entrepreneurship; Transition; Technology; Business Strategy; Internet; Technology Adoption; Technology Industry; Telecommunications Industry; France; Europe
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      Lal, Rajiv, Mette Fuglsang Hjortshoej, and Emilie Billaud. "Sigfox: Building a Global IoT Network." Harvard Business School Case 519-032, September 2018. (Revised April 2019.)
      • March 2018
      • Case

      IBM: Watson and the Internet of Things

      By: Rajiv Lal and Scott Johnson
      IBM has recently launched a business unit devoted to the Internet of Things. The group's leadership team needs to figure out the best way to quickly scale its business in a fragmented and nascent market.  View Details
      Keywords: Ibm; Internet Of Things; Watson; Artificial Intelligence; Internet; Software; Wireless Technology; Growth And Development Strategy; Emerging markets; Technology Industry
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      Lal, Rajiv, and Scott Johnson. "IBM: Watson and the Internet of Things." Harvard Business School Case 518-027, March 2018.
      • January 2018 (Revised March 2019)
      • Teaching Note

      Jumia Nigeria: from Retail to Marketplace (A) and (B)

      By: Ramon Casadesus-Masanell and Karen Elterman
      Founded in 2012, Jumia Nigeria, a startup effort by Germany-based Rocket Internet, aimed to become an African Amazon. The company entered the nascent market and immediately enjoyed an uptick in consumer spending fueled by the strength of Nigeria’s oil-based economy. By...  View Details
      Keywords: Retail; Marketplace; Inventory; Ecommerce; Funding; Business Ecosystems; Competition; Business Model; Globalization; Emerging markets; Expansion; Logistics; Retail Industry; India; Nigeria; Africa
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      Casadesus-Masanell, Ramon, and Karen Elterman. "Jumia Nigeria: from Retail to Marketplace (A) and (B)." Harvard Business School Teaching Note 718-467, January 2018. (Revised March 2019.)
      • January 2018
      • Case

      Ørsted Goes Global

      By: Joseph L. Bower and Elena Corsi
      The European leader in offshore wind, the Danish Ørsted is building a global position and entering markets where offshore wind is nascent. The case examines the transformations in strategy leading to Ørsted’s success and the challenges of adopting that strategy in...  View Details
      Keywords: Off-shore Wind; Managing Global Expansion; Business Strategy; Renewable Energy; Expansion; Global Range; market Entry And Exit
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      Bower, Joseph L., and Elena Corsi. "Ørsted Goes Global." Harvard Business School Case 918-404, January 2018.
      • January 2018
      • Supplement

      Jumia Nigeria PowerPoint Supplement

      By: Ramon Casadesus-Masanell
      Founded in 2012, Jumia Nigeria, a startup effort by Germany-based Rocket Internet, aimed to become an African Amazon. The company entered the nascent market and immediately enjoyed an uptick in consumer spending fueled by the strength of Nigeria’s oil-based economy. By...  View Details
      Keywords: Globalization; Expansion; Retail; Marketplace; Inventory; Nigeria; Africa; Ecommerce; Competition; Funding; Logistics; Business Ecosystems; Business Ecosystem; Competition; Business Model; Globalization; Emerging markets; Expansion; Logistics; Retail Industry; India; Nigeria; Africa
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      Casadesus-Masanell, Ramon. "Jumia Nigeria PowerPoint Supplement." Harvard Business School PowerPoint Supplement 718-468, November 2017.
      • October 2017 (Revised March 2019)
      • Case

      Jumia Nigeria: from Retail to Marketplace (A)

      By: Ramon Casadesus-Masanell and Namrata Arora
      Founded in 2012, Jumia Nigeria, a startup effort by Germany-based Rocket Internet, aimed to become an African Amazon. The company entered the nascent market and immediately enjoyed an uptick in consumer spending fueled by the strength of Nigeria’s oil-based economy. By...  View Details
      Keywords: Retail; Marketplace; Inventory; Ecommerce; Funding; Business Ecosystem; Business Ecosystems; Competition; Business Model; Globalization; Emerging markets; Expansion; Logistics; Competitive Strategy; Retail Industry; India; Nigeria; Africa
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      Casadesus-Masanell, Ramon, and Namrata Arora. "Jumia Nigeria: from Retail to Marketplace (A)." Harvard Business School Case 718-401, October 2017. (Revised March 2019.)
      • November 2016 (Revised October 2018)
      • Case

      Augmedix

      By: Frank V. Cespedes and Alexandra N. Rachlin
      In April 2015, Ian Shakil and Pelu Tran, cofounders of Augmedix, are discussing how to grow their emerging health care startup. The company’s sole product, also called Augmedix, streams video of doctor-patient interactions to remote medical scribes, thus freeing...  View Details
      Keywords: Entrepreneurial Management; Sales Management; Marketing Strategy; Scaling; Hiring; Pricing; Entrepreneurship; marketing; marketing Strategy; Product marketing; Sales; Technology; Health Industry; United States
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      Cespedes, Frank V., and Alexandra N. Rachlin. "Augmedix." Harvard Business School Case 817-048, November 2016. (Revised October 2018.)
      • 2020
      • Working Paper

      Category Kings or Commoners? Market-Shaping and its Consequences in Nascent Categories

      By: Rory McDonald
      For a new market category to materialize, ventures must actively bring it into existence. Yet it remains a mystery how entrepreneurs, whose resources are stretched thin, can accomplish this task. Prior research emphasizes the importance of market-shaping but overlooks...  View Details
      Keywords: Nascent Markets; New Categories; Innovation; Qualitative Methods; Emerging markets; Strategy; Cultural Entrepreneurship; Innovation And Invention
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      McDonald, Rory. "Category Kings or Commoners? Market-Shaping and its Consequences in Nascent Categories." Harvard Business School Working Paper, No. 16-095, February 2016. (Revised January 2020.)
      • August 2015
      • Case

      Kjell & Company: Electronics Accessories Retail in the Nordics

      By: Krishna Palepu, Das Narayandas and Kerry Herman
      Swedish electronics accessories retailer Kjell is considering several issues as it plots its next stage of growth. How should it balance opportunities to expand retail stores into a new market (Oslo, Norway) with additional growth in its home market—Sweden—with...  View Details
      Keywords: Consumer Electronics Accessories; Online Channel; Omni-channel; Private Equity; Sales; Retail; Salesforce Management; Performance Management; marketing; Sales; Strategy; Scandinavia; Sweden; Norway
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      Palepu, Krishna, Das Narayandas, and Kerry Herman. "Kjell & Company: Electronics Accessories Retail in the Nordics." Harvard Business School Case 116-009, August 2015.
      • 2014
      • Working Paper

      Waste, Recycling and Entrepreneurship in Central and Northern Europe, 1870–1940

      By: Geoffrey Jones and Andrew Spadafora
      This working paper examines the role of entrepreneurs in the municipal solid waste industry in industrialized central and northern Europe from the late nineteenth century to the 1940s. It explores the emergence of numerous German, Danish, and other European...  View Details
      Keywords: Environmental Entrepreneurship; Business History; Entrepreneurship; Health; History; Green Technology Industry; Germany; Denmark; Hungary; United Kingdom
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      Jones, Geoffrey, and Andrew Spadafora. "Waste, Recycling and Entrepreneurship in Central and Northern Europe, 1870–1940." Harvard Business School Working Paper, No. 14-084, March 2014.
      • 2012
      • Working Paper

      Entrepreneurship in the Natural Food and Beauty Categories Before 2000: Global Visions and Local Expressions

      By: Geoffrey Jones
      This working paper examines the creation of the global natural food and beauty categories before 2000. This is shown to have been a lengthy process of new category creation involving the exercise of entrepreneurial imagination. Pioneering entrepreneurs faced little...  View Details
      Keywords: Globalization; Marketing; Beauty And Cosmetics Industry; Business History; Consumer Goods; Entrepreneurs; Environment; Food; Food; Globalization; Business History; Agribusiness; Agriculture And Agribusiness Industry; Beauty And Cosmetics Industry; Consumer Products Industry; Food And Beverage Industry; Asia; Europe; Latin America; Middle East; North And Central America
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      Jones, Geoffrey. "Entrepreneurship in the Natural Food and Beauty Categories Before 2000: Global Visions and Local Expressions." Harvard Business School Working Paper, No. 13-024, August 2012.
      • May 2011 (Revised March 2012)
      • Case

      Nanda Home: Preparing for Life after Clocky

      By: Elie Ofek and Jill Avery
      Gauri Nanda, the inventor of Clocky, the alarm clock that rolls off the bed stand and forces its owner to find it, has to make critical decisions regarding the future of her nascent company. As sales of Clocky show signs of declining, she must decide whether to...  View Details
      Keywords: Brands And Branding; Management; Electronics Industry
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      Ofek, Elie, and Jill Avery. "Nanda Home: Preparing for Life after Clocky." Harvard Business School Case 511-134, May 2011. (Revised March 2012.)
      • February 2010
      • Supplement

      Lending Club case exhibits (CW)

      By: Peter Tufano
      A new entrant in the nascent online peer lending space, Lending Club must decide whether or not to register with the SEC. Lending Club provided a platform through which individual borrowers could receive loans funded by individuals who chose to invest in them. The...  View Details
      Keywords: Online Technology; Financing And Loans
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      Tufano, Peter, and Andrea Ryan. "Lending Club case exhibits (CW)." Harvard Business School Spreadsheet Supplement 210-709, February 2010.
      • February 2010 (Revised December 2010)
      • Case

      Lending Club

      By: Peter Tufano
      A new entrant in the nascent online peer lending space, Lending Club must decide whether or not to register with the SEC. Lending Club provided a platform through which individual borrowers could receive loans funded by individuals who chose to invest in them. The...  View Details
      Keywords: Financial Instruments; Price; Personal Finance; Financing And Loans; Financial Services Industry
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      Tufano, Peter, Howell Jackson, and Andrea Ryan. "Lending Club." Harvard Business School Case 210-052, February 2010. (Revised December 2010.)
      • October 2009 (Revised August 2014)
      • Case

      Tengion: Bringing Regenerative Medicine to Life

      By: Elie Ofek and Polly Ross Ribatt
      Tengion is a young biotech company that is at the frontier of regenerative medicine—a nascent field that seeks to promote the creation of new cells and tissue to repair or replace tissue or organ function lost due to age, disease, damage, or congenital defects. In late...  View Details
      Keywords: Decision Choices And Conditions; Financial Crisis; Entrepreneurship; Health Care And Treatment; Technological Innovation; Product Launch; Product Development; Research And Development; Biotechnology Industry; United States
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      Ofek, Elie, and Polly Ross Ribatt. "Tengion: Bringing Regenerative Medicine to Life." Harvard Business School Case 510-031, October 2009. (Revised August 2014.)
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      Parallel Play: Startups, Nascent Markets, and the Effective Design of a Business Model
      Category Kings or Commoners? Market-Shaping and its Consequences in Nascent Categories
      → Search All HBS Web
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