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- 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
- October 2021
- Case
Financial Reporting at Mattel
By: Aiyesha Dey, Trung Nguyen, Marshal Herrmann and Julia Kelley
In September 2020, Diana Ferguson was nearing her first Audit Committee meeting as the newly appointed Audit Committee chair of Mattel, Inc. Mattel was just recovering from an accounting scandal which had revealed the company’s poor internal controls and weak board...
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Keywords:
Accounting;
Accounting Audits;
Financial Reporting;
Financial Statements;
Governance;
Corporate Accountability;
Corporate Disclosure;
Corporate Governance;
Governance Compliance;
Governance Controls;
Governing Rules, Regulations, and Reforms;
Governing and Advisory Boards;
Lawsuits and Litigation;
Business and Shareholder Relations;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
North and Central America;
United States;
California
- October 2021
- Case
Unshrinking the Pie: Desirée Stolar's Negotiation Saga (A)
By: James K. Sebenius and Alex Green
When Desirée (“Des”) Stolar’s wool sweater shrank two sizes, the Harvard Business School student worked with classmates to develop a solution that both fixed her problem and launched Unshrinkit, a successful consumer goods company with a widely-available product for...
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- October 2021
- Supplement
Unshrinking the Pie: Desirée Stolar's Negotiation Saga (B)
By: James K. Sebenius and Alex Green
When Desirée (“Des”) Stolar’s wool sweater shrank two sizes, the Harvard Business School student worked with classmates to develop a solution that both fixed her problem and launched Unshrinkit, a successful consumer goods company with a widely-available product for...
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- September 2021
- Case
Katie Couric Media: Landing the First Client
By: N. Louis Shipley and William R. Kerr
In May 2018, celebrated journalist Katie Couric and her husband, John Molner, had recently launched a full-service media firm called Katie Couric Media (KCM). Couric treasured the opportunity to address important social issues like gender equality, environmental...
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- September 2021 (Revised December 2021)
- Case
Telepass: From Tolling to Mobility Platform
By: Chiara Farronato, Stefano Denicolai and Sarah Mehta
Telepass, until very recently the sole processor of electronic toll payments on Italy’s highways, has ambitions beyond tolling. Since the mid-2010s, the company has been expanding into adjacent services. In 2017, Telepass launched TelepassPay—a mobile payment...
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Keywords:
Mobile Payment;
App;
Mobility Services;
Analysis;
Change;
Change Management;
Transformation;
Transition;
Innovation and Invention;
Strategy;
Technology;
Mobile Technology;
Transportation;
Transportation Networks;
Value;
Value Creation;
Consumer Behavior;
Technology Industry;
Transportation Industry;
Insurance Industry;
Europe;
Italy;
Milan
- September 2021 (Revised December 2021)
- Case
Telepass: From Tolling to Mobility Platform (Abridged)
By: Chiara Farronato, Stefano Denicolai and Sarah Mehta
Telepass, until very recently the sole processor of electronic toll payments on Italy’s highways, has ambitions beyond tolling. Since the mid-2010s, the company has been expanding into adjacent services. In 2017, Telepass launched TelepassPay—a mobile payment...
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Keywords:
Mobile Payment;
App;
Mobility Services;
Analysis;
Change;
Change Management;
Transformation;
Transition;
Innovation and Invention;
Strategy;
Technology;
Mobile Technology;
Transportation;
Transportation Networks;
Value;
Value Creation;
Technology Industry;
Transportation Industry;
Insurance Industry;
Europe;
Italy;
Milan
- August 2021
- Case
Wymsee
By: Julia Austin, Sarah Mehta and Tom Quinn
Wymsee was a company that aimed to develop a mobile application (app) that would allow television audience members to identify and purchase clothing or accessories worn by characters in the program they were watching, with the Wymsee founders taking a percentage of...
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Keywords:
Business Model;
Business Plan;
Business Startups;
Film Entertainment;
Television Entertainment;
Technological Innovation;
Knowledge Acquisition;
Product Positioning;
Opportunities;
Adaptation;
Mobile Technology;
Entertainment and Recreation Industry;
Motion Pictures and Video Industry;
Technology Industry;
United States;
New York (city, NY)
- August 2021
- Case
Camera IQ: Building Augmented Reality Brand Experiences in Social Media
By: Jill Avery and Rayan Nahas
Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales...
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Keywords:
Brand Management;
Social Media;
Digital Marketing;
Virtual Reality;
Augmented Reality;
B2B;
E-commerce;
Technology Platform;
Marketing;
Marketing Communications;
Marketing Strategy;
Brands and Branding;
Online Advertising;
Online Technology;
Growth Management;
Customer Relationship Management;
Customer Value and Value Chain;
Advertising Industry;
United States
- 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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- May 2021 (Revised October 2021)
- Teaching Note
THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)
By: Ayelet Israeli and Jill Avery
THE YES, a multi-brand shopping app launched in May 2020 offered a new type of buying experience for women’s fashion, driven by a sophisticated algorithm that used data science and machine learning to create and deliver a personalized store for every shopper, based on...
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Keywords:
Data;
Data Analytics;
Artificial Intelligence;
AI;
AI Algorithms;
AI Creativity;
Fashion;
Retail;
Retail Analytics;
Digital Marketing;
E-commerce;
E-Commerce Strategy;
Platform;
Platforms;
Big Data;
Preference Elicitation;
Predictive Analytics;
App Development;
＂Marketing Analytics＂;
Advertising;
Mobile App;
Mobile Marketing;
Apparel;
Referral Rewards;
Referrals;
Female Ceo;
Female Entrepreneur;
Female Protagonist;
Data and Data Sets;
Analysis;
Creativity;
Marketing Strategy;
Brands and Branding;
Consumer Behavior;
Demand and Consumers;
Forecasting and Prediction;
Marketing Channels;
Online Advertising;
Online Technology;
Mobile Technology;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
United States
- April 2021
- Teaching Note
Thingtesting: Launching a Brand Discovery and Testing Digital Community
By: Ayelet Israeli and Jill Avery
Teaching Note for the "Thingtesting: Launching a Brand Discovery and Testing Digital Community" HBS Case No. 520-086.
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Keywords:
Influencer Marketing;
Influencers;
Influencer;
Monetization;
Monetization Strategy;
Female;
Female Entrepreneur;
Female Protagonist;
Direct-to-consumer;
Marketing;
Brands and Branding;
Marketing Strategy;
Venture Capital;
Entrepreneurship;
Marketing Communications;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
London;
United Kingdom;
Europe;
North America
- April 2021 (Revised July 2021)
- Case
StockX: The Stock Market of Things (Abridged)
By: Chiara Farronato, John J. Horton, Annelena Lobb and Julia Kelley
Founded in 2015 by Dan Gilbert, Josh Luber, and Greg Schwartz, StockX was an online platform where users could buy and sell unworn luxury and limited-edition sneakers. Sneaker resale prices often fluctuated over time based on supply and demand, creating a robust...
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Keywords:
Markets;
Auctions;
Bids and Bidding;
Demand and Consumers;
Consumer Behavior;
Data and Data Sets;
Market Design;
Market Platforms;
Two-Sided Platforms;
Multi-Sided Platforms;
Market Transactions;
Marketplace Matching;
Supply and Industry;
Analysis;
Price;
Product Marketing;
Product Launch;
Apparel and Accessories Industry;
Fashion Industry;
North and Central America;
United States;
Michigan;
Detroit
- April 2021
- Teaching Note
Drinkworks: Home Bar by Keurig
By: Sunil Gupta and Jonathan Levav
Teaching Note for HBS Case No. 521-010. In the summer of 2018, Drinkworks CEO Nathaniel Davis needed to make a number of go-to-market decisions ahead of his company’s upcoming product launch. Formed through a joint venture between Keurig Dr. Pepper and Anheuser-Busch...
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Keywords:
Marketing;
Marketing Strategy;
Product Marketing;
Product Launch;
Product Positioning;
Markets;
Bids and Bidding;
Demand and Consumers;
Consumer Behavior;
Market Design;
Distribution;
Distribution Channels;
Product;
Product Design;
Product Development;
Business Model;
Customers;
Customer Value and Value Chain;
Decision Making;
Decisions;
Goods and Commodities;
Innovation and Invention;
Technological Innovation;
Business or Company Management;
Growth and Development Strategy;
Research;
Research and Development;
Strategy;
Adoption;
Competitive Advantage;
Segmentation;
Technology;
Hardware;
Value;
Value Creation;
Consumer Products Industry;
Consumer Products Industry;
North and Central America;
United States
- March 2021
- Supplement
Facebook's Libra (B): The Privatization of Money?
This case addresses the events that took place following the conclusion of the case “Facebook’s Libra (A): The Privatization of Money?” In October 2019, several months after the conclusion of the A case, multiple members of the Libra Association announced that they...
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Keywords:
Blockchain;
Cryptocurrency;
Accounting;
Economics;
Money;
Governance;
Governing and Advisory Boards;
Policy;
Governance Controls;
Innovation and Invention;
Innovation Strategy;
Technological Innovation;
Disruptive Innovation;
Technology;
Technology Platform;
Technology Networks;
Technology Industry;
Europe;
Switzerland;
United States;
California
- March 2021 (Revised July 2021)
- Case
Resident
By: Jeffrey F. Rayport and Thomas O. Jones
Launched in 2016, Resident was a leading player in the direct-to-consumer bed-in-a-box mattress market, where it was one of at least 175 venture-backed companies competing in the space. By late 2020, it had realized over $500 million in revenue, profitability in the...
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- February 2021
- Case
Threadless: The Renewal of an Online Community
By: Shane Greenstein, Karim Lakhani and Christian Godwin
Threadless, an online apparel company and artist community which Jake Nickell founded in 2000, continued to maintain its status as a top company in the online apparel industry during its second decade. From 2010 to 2020, Threadless continued to operate its...
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Keywords:
Business Model;
Decision Making;
Entrepreneurship;
Innovation and Invention;
Leading Change;
Management;
Marketing;
Product Launch;
Operations;
Supply Chain;
Distribution;
Networks;
Sales;
Strategy;
Adaptation;
Technology;
Software;
Technology Platform;
Apparel and Accessories Industry;
Technology Industry;
North America
- February 2021
- Case
White Claw: Defending Market Share as Competition Encroaches
By: Jill Avery
By the end of 2019, two brands accounted for 84% of hard seltzer sales, a segment that had recently taken the U.S. beer market by storm, growing from $3 million in 2015 to over $2.7 billion by the start of the summer of 2020. White Claw was the dominant market leader...
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Keywords:
Brand Management;
Alcoholic Beverages;
Beer/brewing Industry;
Brand Positioning;
Growth;
Competitive Positioning;
Consumer Products;
Beverage Industry;
Value Proposition;
Marketing;
Brands and Branding;
Competition;
Product Positioning;
Competitive Strategy;
Consumer Behavior;
Consumer Products Industry;
Consumer Products Industry;
United States
- February 2021 (Revised July 2021)
- Case
TikTok in 2020: Super App or Supernova?
By: Jeffrey F. Rayport, Dan Maher and Dan O'Brien
TikTok’s parent company, ByteDance, was launched in 2012 around a simple idea – helping users entertain themselves on their smartphones while on the Beijing Subway. In less than a decade, it had become one of the world’s most valuable private companies, with investors...
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Keywords:
Business Model;
Business Startups;
Business Organization;
Change Management;
Disruption;
Cross-Cultural and Cross-Border Issues;
Global Strategy;
Health Pandemics;
Innovation Strategy;
Growth and Development Strategy;
Growth Management;
Brands and Branding;
Marketing Strategy;
Marketing Channels;
Network Effects;
Two-Sided Platforms;
Product Design;
Product Development;
Partners and Partnerships;
Opportunities;
Social Issues;
Mobile Technology;
Online Technology;
Value Creation;
United States;
China
- February 2021 (Revised February 2021)
- Case
World of Dreams Entertainment Group: Building a Resilient Business
By: Lynda M. Applegate, Sarah Endline and Michael Norris
In 2021, Ron DeShay, former American Idol producer, is launching his new business venture: World of Dreams Entertainment Group. World of Dreams rethought the existing TV production model, giving audiences more power to directly influence the creation of shows through a...
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