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- October 2023
- Case
Loris
By: Shunyuan Zhang, Das Narayandas, Stacy Straaberg and David Lane
In December 2022, Loris’s executive team considered their go-to-market strategy. Loris was an artificial intelligence (AI) software startup for the customer service industry with two products on the market: 1) Agent Assist which provided customer service agents (CSAs)...
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- October 2023
- Article
Finding New Business and Developing Relevant Sales Capabilities
There are few alternatives to growth for most companies. It’s the rare firm whose goal involves getting smaller and, for employees, there is a strong correlation between their company’s growth rate, promotion opportunities, and job satisfaction. But a growth strategy...
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Keywords:
Growth and Development Strategy
- July 2023
- Teaching Note
Belden and Digital Transformation: From Product Sales to Solutions Sales
Teaching Note for HBS Case No. 823-002. Belden manufactures devices such as switches, cables, adapters, and connectors. Faced with market changes, the firm initiated a new Enhanced Solutions Delivery (ESD) initiative. In November 2022 executives are evaluating the...
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- June 2023
- Teaching Note
Komatsu and Smart Construction
By: David J. Collis
Teaching Note for HBS Case No. 521-042. The case describes the introduction by Komatsu, the Japanese earth moving equipment manufacturer, of a new business model—Smart Construction. This replaces the one-time sale of a capital good with a software platform that...
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- June 2023
- Case
Siemens AG: A Private Equity Approach Within an Industrial Corporation?
By: David J. Collis and Haisley Wert
In July 2022, Horst Kayser, Chairman of Siemens AG Portfolio Companies (POC), was reflecting on the advice he could offer Roland Busch, Chief Executive Officer of the parent company Siemens AG, about whether and how to operate a private equity-like approach inside the...
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- May 2023 (Revised May 2023)
- Case
Arcos Dorados: Decarbonizing McDonald’s in Latin America
By: George Serafeim, Michael W. Toffel, Jenyfeer Martinez Buitrago and Mariana Cal
This case describes the decarbonization strategy of Arcos Dorados—McDonald’s largest independent franchisee, operating in 20 countries and territories in Latin America and the Caribbean—and how the company measured its greenhouse gas (GHG) emissions, including those...
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Keywords:
Accounting;
Environmental Accounting;
Agribusiness;
Animal-Based Agribusiness;
Plant-Based Agribusiness;
Change Management;
Forecasting and Prediction;
Environmental Sustainability;
Food;
Growth Management;
Supply Chain;
Corporate Social Responsibility and Impact;
Strategy;
Agriculture and Agribusiness Industry;
Food and Beverage Industry;
Green Technology Industry;
Consumer Products Industry;
Latin America;
North and Central America;
South America
- April 12, 2023
- Article
Using AI to Adjust Your Marketing and Sales in a Volatile World
By: Das Narayandas and Arijit Sengupta
Why are some firms better and faster than others at adapting their use of customer data to respond to changing or uncertain marketing conditions? A common thread across faster-acting firms is the use of AI models to predict outcomes at various stages of the customer...
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- April 6, 2023
- Article
A New NFT Launch Strategy: The Wave Mint
By: Scott Duke Kominers and 1337 Skulls Sers
In an NFT project, the mint—the process by which tokens are initially allocated—largely determines who your community is and how they and the broader market view the project going forward. In this piece, we review a new minting strategy recently introduced by 1337...
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- March 2023
- Teaching Note
VideaHealth: Building the AI Factory
By: Karim R. Lakhani
Teaching Note for HBS Case No. 621-021. The case “VideaHealth: Building the AI Factory” examines the creation of dental startup VideaHealth (Videa) and the development of its artificial intelligence (AI)-led business strategy through the eyes of founder and CEO Florian...
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- March 2023 (Revised August 2023)
- Case
Majid Al Futaim: Adapting the Shopping Mall to the Digital Era
By: Antonio Moreno and Gamze Yucaoglu
The case opens in August 2022, as Ahmed Galal Ismail, CEO of Majid Al Futtaim Properties and Fatima Zada, digital and omnichannel director at Majid Al Futtaim Shopping Malls, go over the plans to roll out the omnichannel mall offering for the Mall of the Emirates they...
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- March 2023
- Case
Ownership Works: Scaling a Profitable Social Mission
By: Ethan Rouen, Dennis Campbell and Andrew Robinson
Pete Stavros was on a high after his latest experiment with employee ownership. As the head of industrial investments for KKR, Stavros orchestrated the sale of CHI Overhead Doors, which turned into KKR’s best investment in more than two decades and created $360 million...
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- March 2023
- Case
Innovation at Google Ads: The Sales Acceleration and Innovation Labs (SAIL) (A)
By: Linda A. Hill and Emily Tedards
In 2018, Ana Owczarzak was appointed to lead Google Ads' new innovation and accelerator team - the Sales Acceleration and Innovation Labs (SAIL). The purpose of SAIL was to offer testing and incubation services for individuals within Google Ads who were developing new...
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- March 2023
- Case
Mirakl: Growing The Marketplace Economy
By: Antonio Moreno, Santiago Gallino and Emilie Billaud
Mirakl provided the technology and seller network required for companies like Macy's, Best Buy, Walmart, Siemens, or Carrefour to simply design, launch, and administer a marketplace that included products from third-party sellers. What began as a basic business idea in...
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- March 2023
- Case
On
By: Ramon Casadesus-Masanell, Karolin Frankenberger and Sascha Mader
Founded in 2010, in just one decade, the Swiss company On had established itself as a main player in global sports footwear and apparel. Based on an unconventional strategy which one of the founders labeled as “obsessively distinct,” On grew its sales with a compound...
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- February 22, 2023
- Article
How to Seed Organic Marketing in a Video-First World
By: Ayelet Israeli, Leonard A. Schlesinger and Matt Higgins
Early direct-to-consumer (DTC) companies relied on plentiful capital and low-cost digital marketing to power growth. But as this sector has matured, capital is more constrained, social media is more cluttered, and customer acquisition costs are rising. DTC companies...
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Keywords:
Online Business;
Ecommerce;
E-commerce;
E-Commerce Strategy;
Omnichannel Retail;
Omnichannel Retailing;
Influencer Marketing;
Consumer;
Organic Growth;
Video Advertising;
Promotion;
Celebrities;
Online Advertising;
Online Channel;
Online Communities;
Online Community;
Go To Market Strategy;
Platform;
Media;
Media Content;
Digital;
Digital Culture;
Digital Influencers;
Direct To Consumer Marketing;
Direct-to-consumer;
Innovation ＆ Entrepreneurship;
Innovation;
Sales;
Digital Platforms;
Digital Marketing;
Digital Strategy;
Consumer Behavior;
Internet and the Web;
Advertising;
Business Model;
Growth Management;
Marketing;
Marketing Strategy;
Marketing Channels;
Marketing Communications;
Communication Strategy;
Innovation Strategy;
Retail Industry;
Consumer Products Industry;
Fashion Industry;
Advertising Industry;
Apparel and Accessories Industry;
Beauty and Cosmetics Industry;
Food and Beverage Industry;
Media and Broadcasting Industry;
United States;
North America
- February 2023
- Case
Seemore Meats & Veggies
By: Lou Shipley, Patricia Favreau and Mel Martin
Cara Nicoletti was an emerging food entrepreneur that had recently launched her first product, a sustainably sourced, vegetable-infused meat sausage. Brooklyn, New York City-based Seemore Meats & Veggies had seen promising signs of success in local markets and pockets...
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- January 2023
- Case
Natura: Weathering the Pandemic at Brazil's Cosmetic Giant
By: Brian Trelstad, Pedro Levindo and Carla Larangeira
Brazil's Natura, a multi-brand cosmetics group, has taken several measures to safeguard the livelihoods of its thousands of employees and millions of sales representatives during the COVID-19 health and economic crisis. The company has also made strides in its efforts...
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Keywords:
COVID-19 Pandemic;
ESG Reporting;
Acquisition;
Customer Focus and Relationships;
Decision Making;
Social Entrepreneurship;
Environmental Sustainability;
Environmental Management;
Climate Change;
Ethics;
Moral Sensibility;
Values and Beliefs;
Global Strategy;
Corporate Governance;
Health Pandemics;
Human Resources;
Human Capital;
Crisis Management;
Growth and Development Strategy;
Marketing;
Distribution Channels;
Supply Chain;
Corporate Social Responsibility and Impact;
Mission and Purpose;
Organizational Culture;
Customer Ownership;
Relationships;
Business and Community Relations;
Business and Stakeholder Relations;
Networks;
Partners and Partnerships;
Science-Based Business;
Reputation;
Human Needs;
Social Issues;
Strategy;
Equality and Inequality;
Beauty and Cosmetics Industry;
Brazil;
Latin America
- January–February 2023
- Article
External Interfaces and Internal Processes: Market Positioning and Divergent Professionalization Paths in Young Ventures
By: Alicia DeSantola, Ranjay Gulati and Pavel Zhelyazkov
We explore how the initial market positioning of entrepreneurial ventures shapes how they professionalize over time, focusing specifically on the development of functional roles. In contrast to existing literature, which has presumed a uniform march toward...
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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;
Food and Beverage Industry;
United States;
Canada;
North America
- December 2022 (Revised June 2023)
- Case
KKR at CHI Overhead Doors (A)
By: Dennis Campbell and Ethan Rouen
This case examines the decision by private equity firm KKR to grant equity to every employee at portfolio company CHI Overhead Doors upon purchasing the company in 2015. The case explores whether this initiative will create shared value, growing profits through better...
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