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- December 2022 (Revised January 2023)
- Case
Cann: High Hopes for Cannabis Infused Beverages
By: Ayelet Israeli and Anne V. Wilson
Founded in 2018 by Jake Bullock and Luke Anderson, Cann sold “social tonics,” or cannabis-infused beverages. By 2022, the company had several notable celebrity investors and talent partners, had sold over 10 million beverages to consumers, was distributing in six...
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Keywords:
Stigma;
Product Innovation;
Product Introduction;
Product Differentiation;
New Products;
New Product Marketing;
New Product Management;
Brand Management;
Branding;
Packaging;
Positioning;
Growth Strategy And Execution;
Growth;
Cannabis Industry;
Purpose;
Purpose Brands;
LGBTQ;
Direct-to-consumer;
DTC;
Regulations;
Channels Of Distribution;
Product Development;
Product Marketing;
Product Positioning;
Product;
Innovation and Invention;
Brands and Branding;
Marketing;
Marketing Communications;
Marketing Channels;
Advertising;
Advertising Campaigns;
Digital Marketing;
Market Entry and Exit;
Governing Rules, Regulations, and Reforms;
Consumer Products Industry;
Consumer Products Industry;
United States;
Canada;
North America
- December 2022
- Article
I Don't 'Recall': The Decision to Delay Innovation Launch to Avoid Costly Product Failure
By: Byungyeon Kim, Oded Koenigsberg and Elie Ofek
Innovations embody novel features or cutting-edge components aimed at delivering desired customer benefits.
Oftentimes, however, we observe the need to recall new products shortly after their introduction. Indeed, a firm
may rush an innovation to market in an attempt...
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- November 2022 (Revised April 2023)
- Supplement
HTC and Virtual Reality (B)
By: Andy Wu and Matt Higgins
In April 2023, Cher Wang, CEO and Chairwoman of HTC, reflected on her time as a leader in the virtual reality industry from her office high above Taoyuan City, Taiwan. It had been a roller coaster ride of new product introductions and unexpected challenges for HTC and...
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Keywords:
VR;
Virtual Reality;
Strategy;
Metaverse;
Market Entry and Exit;
Competition;
Technology Industry;
Taiwan;
China;
United States
- 2022
- Book
Healthy Buildings: How Indoor Spaces Can Make You Sick—or Keep You Well
By: Joseph G. Allen and John D. Macomber
For too long we’ve designed buildings that haven’t focused on the people inside—their health, their ability to work effectively, and what that means for the bottom line. An authoritative introduction to a movement whose vital importance is now all too clear, Healthy...
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- 2022
- Working Paper
Algorithmic Assortment Curation: An Empirical Study of Buybox in Online Marketplaces
By: Santiago Gallino, Nil Karacaoglu and Antonio Moreno
Most online sales worldwide take place in marketplaces that connect sellers and buyers. The presence of numerous third-party sellers leads to a proliferation of listings for each product, making it difficult for customers to choose between the available options. Online...
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- 2022
- Working Paper
An Anatomy of Performance Monitoring
By: Achyuta Adhvaryu, Anant Nyshadham and Jorge Tamayo
Performance monitoring is a mainstay management tool in most organizations. Yet we still know little about whether—and why—better monitoring yields better performance in practice. To shed light on these questions, we study the introduction of a performance monitoring...
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Keywords:
Performance Monitoring;
Worker Skills;
Skill Depreciation;
Managerial Inattention;
On-the-job Training;
Productivity;
Multitasking;
Quick Serve Restaurants;
Performance Evaluation;
Employees;
Competency and Skills;
Training;
Performance Productivity;
Management;
Information Technology;
Food and Beverage Industry;
Puerto Rico
- November 2021
- Case
Tommy Hilfiger Adaptive: Fashion for All
By: Elizabeth A. Keenan, Sandra J. Sucher and Shalene Gupta
In Fall 2017, Tommy Hilfiger launched Tommy Hilfiger Adaptive, a line of adaptive and inclusive fashion apparel intended to make dressing easier. Now, Tommy Hilfiger is planning to launch Tommy Hilfiger Adaptive internationally in early 2020. The prospect of making...
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Keywords:
Marketing And Society;
Brands;
Fashion;
Inclusion;
Consumer;
Corporate Social Responsibility;
Retail;
Apparel;
Disability;
Accessibility;
Marketing;
Brands and Branding;
Marketing Communications;
Product Marketing;
Social Marketing;
Product Launch;
Product Positioning;
Marketing Strategy;
Social Enterprise;
Society;
Corporate Social Responsibility and Impact;
Social Issues;
Consumer Behavior;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
United States;
North America
- Summer 2021
- Article
Platform Leadership and Supply Chains: Intel, Centrino, and the Restructuring of Wi-Fi Supply
By: Roberto Fontana and Shane Greenstein
In this paper we examine Intel’s launch of Centrino and interpret it as platform leaders attempt to restructure a supply chain. We provide a narrative of key actions and how they coordinated changes and offer a framework of the predictable consequences for...
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- March 2020
- Article
Do Managers Matter? A Natural Experiment from 42 R&D Labs in India
By: Prithwiraj Choudhury, Tarun Khanna and Christos A. Makridis
We exploit plausibly exogenous variation in the staggered entry of new managers into India’s 42 public R&D labs between 1994 and 2006 to study how alignment between the CEO and middle-level managers affect research productivity. We show that the introduction of new lab...
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- October 2019
- Supplement
Airbus vs. Boeing (I): Airbus Introduces the A350 (2015)
By: Ramon Casadesus-Masanell and Karen Elterman
This case describes the introduction of Airbus’ A350XWB (Xtra Wide Body) in 2015. It also describes Airbus and Boeing’s current endeavors in 2015, including Airbus’ development of the A330neo (new engine option) , Boeing’s work on the 737 MAX, and Boeing’s announcement...
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- September 2019
- Article
Technology Reemergence: Creating New Value for Old Technologies in Swiss Mechanical Watchmaking, 1970-2008
By: Ryan Raffaelli
In 1983, 14 years after the introduction of the battery-powered quartz watch, mechanical watches and the Swiss watchmakers who built them were predicted to be obsolete (Landes, 1983). Unexpectedly, however, by 2008 the Swiss mechanical watchmaking industry had...
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- 2021
- Working Paper
Development of Ultrasound Scanning: Case Histories of Significant Medical Advances
By: Amar Bhidé, Srikant M. Datar and Katherine Stebbins
We describe how efforts on multiple fronts, including advocacy, training and technological development made ultrasound the second most used diagnostic imaging technology (after X-rays). Specifically, we chronicle: 1) ultrasound’s development and introduction in the...
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- 2019
- Working Paper
Who Drives Digital Innovation? Evidence from the U.S. Medical Device Industry
By: Cirrus Foroughi and Ariel Dora Stern
Does the large-scale technological change that is characteristic of an industry-wide digital transformation entrench industry leaders or enable the rise of new entrants? We offer a novel approach to this question by studying the medical device industry, a unique...
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- 2018
- Working Paper
Ratcheting, Competition, and the Diffusion of Technological Change: The Case of Televisions Under an Energy Efficiency Program
By: Tomomichi Amano and Hiroshi Ohashi
In differentiated goods markets with societal implications, quality standards are commonly implemented to avoid the under-provision of innovation. Firms have clear incentives to engage in strategic behavior because policymakers use market outcomes as a benchmark in...
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- April 2018
- Teaching Note
Formlabs: Selling a New 3D Printer
By: Frank Cespedes
Teaching Note for HBS No. 817-001. Formlabs is a venture that manufactures and sells 3D printers used in a variety of industries and applications. As the young company prepares to ship its latest model, the head of Customer Development is tasked with developing a...
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Keywords:
3D Printing And Manufacturing;
Sales Channel Development;
Sales Strategy;
Entrepreneurial Management;
Product Engineering;
Prototype;
Prototyping;
Entrepreneurship;
Product Launch;
Information Infrastructure;
Business Startups;
Customers;
Technological Innovation;
Growth and Development Strategy;
Technology Adoption;
Marketing Channels;
Marketing Strategy;
Product Positioning;
Demand and Consumers;
Sales;
Salesforce Management;
Technology Industry;
Computer Industry;
Manufacturing Industry;
United States;
Massachusetts;
Europe;
Asia
- January 2018 (Revised May 2019)
- Case
Adeo Health Science: Turning a Product into a Brand
By: Elizabeth A. Keenan and Jill Avery
For decades, American parents were warned to avoid introducing potential allergens to their babies prior to their first birthday. But two influential clinical studies caused the medical establishment to radically reverse its position. Parents were now warned that...
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Keywords:
Startup;
Health Care;
Consumer;
Consumer Products;
Branding;
Distribution;
Retailing;
Go To Market Strategy;
Marketing;
Marketing Channels;
Marketing Communications;
Brands and Branding;
Marketing Strategy;
Entrepreneurship;
Health Care and Treatment;
Consumer Products Industry;
Consumer Products Industry;
United States;
North America
- September 2017
- Teaching Note
The Productivity Decline: Demographics, Robots, or Globalization?
By: Laura Alfaro and Hayley Pallan
In the early 21st century, there was a noticeable trend of declining productivity growth. Despite the persistent decline in productivity growth, a consensus on its explanation had not been reached. Some of the debate focused on the technicalities of productivity...
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- September 2017 (Revised August 2018)
- Case
The Productivity Decline: Demographics, Robots, or Globalization?
By: Laura Alfaro, Hayley Pallan and Sarah Jeong
In the early 21st century, there was a noticeable trend of declining productivity growth. Despite the persistent decline in productivity growth, a consensus on its explanation had not been reached. Some of the debate focused on the technicalities of productivity...
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- Article
Channel Integration, Sales Dispersion, and Inventory Management
By: Santiago Gallino, Antonio Moreno and Ioannis Stamatopoulos
We study the effects of the introduction of cross-channel functionalities on the overall sales dispersion of retailers and the implications of these effects for inventory management. To do that, we analyze data from a leading U.S. retailer who introduced a...
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- June 2017 (Revised May 2018)
- Supplement
Hilti Fleet Management Video Supplements
By: Ramon Casadesus-Masanell, Oliver Gassmann and Roman Sauer
This case explores the introduction of fleet management in the construction industry by the premium power tools manufacturer Hilti in 2000. Following its customers’ needs, Hilti moved from selling power tools to leasing them as a service. The introduction of the new...
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Keywords:
Hilti;
Business Model Innovation;
Fleet Management;
Decision-making;
Implementation;
Power Tools Industry;
Europe;
Switzerland;
Liechtenstein;
Business Model;
Restructuring;
Transformation;
Transition;
Customer Value and Value Chain;
Construction;
Leasing;
Strategy;
Decision Making;
Construction Industry;
Switzerland;
Liechtenstein;
Germany;
Austria;
Europe;
United States;
Asia;
Brazil;
China;
Latin America;
North America;
Africa;
Japan;
Hong Kong