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When New Products and Customer Loyalty Collide
Maruca, Regina Fazio; Halliday, Amy L.Article HBS-93608-EMarketingIn this fictional case study, Henry Carson had thought it was time for his company, Pacer Athletic Shoes, to upgrade its standard offerings for the serious runner and expand into walking shoes. But after investing considerable resources in the effort, he's having second thoughts: the returns so far aren't good; old customers seem confused or, worse, annoyed; Pacer doesn't seem to be attracting new customers, despite a flashy marketing campaign; a...Starting at €8.20
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Entrepreneurs vs. Executives at Socaba.com (HBR Case Study and Commentary)
Maruca, Regina Fazio; Scott, Tom; Murguia, Ted; Comaford, Christine; Robbins, SteverArticle HBS-R00408-ELeadership and People ManagementIt's been four years since Dave Souza, Joe Castle, and Ryan Bahar started Socaba.com--an e-business that sells office supplies and services. Six months ago, acting on the advice of their VC, the young founders hired three seasoned managers to help bring the business to the next level. The new executives appeared to complete the Socaba management team. But even as early as the welcome lunch for the three, a rift between the insiders and outsiders ...Starting at €8.20
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When the Boss Won't Budge (HBR Case Study and Commentary)
Maruca, Regina Fazio; Milhaven, John M.; Benasutti, Matt; Lipton, Mark; Hatsopoulos, George N.; Beckert, Dorothy; Miller, Warren D.Article HBS-R00106-ELeadership and People ManagementAllerGen, a young biotechnology firm, is heading for trouble, possibly even bankruptcy. The company's one product--a vaccine for people allergic to cats--may never make it to market. And turnover is on the rise, not only because of the vaccine's uncertain future but also because employees are increasingly unhappy working for founder and Chief Scientific Officer Harry Huston. Although Harry is an excellent scientist, he has no business background....Starting at €8.20