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Intellectual Ventures
Hagiu, Andrei; Yoffie, David B.; Wagonfeld, Alison BerkleyCase HBS-710423-EStrategyIntellectual Ventures creates and acquires intellectual property, which it then seeks to monetize through non-exclusive licensing. In early 2009, as an increasing number of companies were trying to position themselves as leading intermediaries in the market for intellectual property, IV was looking for the best business model to become such a leading intermediary. Its model was predicated on making it easy for small inventors to monetize their in...Starting at €8.20
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Embrace
Chu, Michael; Bloom, David E.; Wagonfeld, Alison BerkleyCase HBS-814001-EEntrepreneurshipStarting at €8.20
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Managing Consumer Touchpoints at Nissan Japan
Teixeira, Thales S.; Sato, Nobuo; Kanno, AkikoCase HBS-516035-EMarketingIn 2015, Nissan was third place in the Japanese auto market, behind Toyota and Honda. The challenge of increasing market share was that 80% of car shoppers who were non-Nissan owners did not consider Nissan during their purchase process. This process involved three main consumer touchpoints: mass media advertising, internet auto websites and the physical dealerships. In the last 5 years, the importance of the dealers in influencing car sales had ...Starting at €8.20
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Zalora Philippines: From Growth to Profitability
Ngwe, Donald; Teixeira, Thales S.Case HBS-517009-EMarketingIn May 2015 Paulo Campos, Co-Founder and CEO of Zalora Philippines, found himself at a crucial turning point in his young company's development. In just three years, Zalora had come from entering the Philippine fashion retail industry as an unknown quantity to becoming a household name across the Southeast Asian archipelago. Campos and his team had achieved much in this time: launching one of the first online retailers in the country, building a ...Starting at €8.20
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Scaling a Startup: People and Organizational Issues
Eisenmann, Thomas R.; Wagonfeld, Alison BerkleyCase HBS-812100-EEntrepreneurshipThis note discusses the organizational challenges that startups often encounter as they begin to scale rapidly, along with approaches to addressing these challenges suggested by scholars, investors, and experienced entrepreneurs. The challenges fall into five broad areas: the need to formalize organizational structure; executive transitions; the need for management systems/processes; evolution of the board of directors role; and, preservation of ...Starting at €8.20
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Speeding Ahead to a Better Place
Ofek, Elie; Wagonfeld, Alison BerkleyCase HBS-512056-EMarketingIn mid-2008, Shai Agassi, CEO of Better Place, is in the midst of planning a paradigm shift in clean transportation. In an attempt to wean the world from using gasoline-powered vehicles, his company is playing the role of innovator and integrator for new vehicles, charging spots, and battery switch stations. The effort also requires aligning various parties, from governments to auto manufacturers to consumers. The fledgling company has made good ...Starting at €8.20
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Brief History of Decision Making (Spanish version)
Buchanan, Leigh; O'Connell, AndrewArticle HBS-R0601BLeadership and People ManagementThe debunking of Descartes' rational man threatens to swamp our confidence in our choices. Is it really surprising, then, that even as technology dramatically increases our access to information, Malcolm Gladwell extols the virtues of gut decisions made, literally, in the blink of an eye?Starting at €8.20
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Showrooming at Best Buy (Spanish version)
Teixeira, Thales S.; Watkins, Elizabeth AnneCase HBS-519S19MarketingBest Buy is a consumer electronics retailer with nearly 2,000 stores worldwide. In 2012, the rising popularity of price-matching apps for mobile phones made price differences between retailers transparent, online and offline. Shoppers' desire to test electronics first-hand before purchase drove them to use Best Buy stores as "showrooms" to see new products and then search for better deals on their smartphones. This case examines how brick-and-mor...Starting at €8.20
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Engineering Viral Marketing (Spanish version)
Teixeira, Thales S.; Caverly, AlisonCase HBS-513S15MarketingThe Mekanism case introduces students to a digital media production company specialized in creating viral marketing campaigns for advertising agencies and their clients (e.g., Microsoft, AXE, eBay, Toyota, etc.). Mekanism has grown tremendously from 2007 to 2010 in part due to the rise of viral marketing as a promising promotion tool for advertisers to reach and engage with consumers cheaply and quickly via word-of-mouth. Mekanism's president is ...Starting at €8.20