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Beyond Meat: Changing Customer Behaviour in Food Consumption
Chris Laszlo; Katherine Gullett; Peter Rezk; Nilesh RautCase IVEY-9B19A053-EEntrepreneurship, MarketingIn 2014, the founder and chief executive officer of Beyond Meat, Ethan Brown, reflected on the question that had led him to start the company: “How difficult can it be to change what you eat for dinner?” The small start up based in Los Angeles, California, had faced considerable challenges in changing customer perceptions and attitudes since it was founded in 2009. Its intention was to address both health and environmental problems related to mea...Starting at €8.20
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Ecovative Design LLC: A Biological Materials Startup
Chris Laszlo; Abdel Latif Ladki; Abraham WeinerCase IVEY-9B13M125-EEntrepreneurship, Marketing, StrategyEcovative Designs (Ecovative), a start-up company in upstate New York, uses an innovative process to combine agricultural waste and mycelium (mushroom “roots”) to grow forms for use in a wide variety of applications, especially a protective packaging material. Not only does this new product replace the need for the environmentally harmful alternative, extruded polystyrene, but the production process is less energy intensive. It exemplifies the cr...Starting at €8.20
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La Vaca Independiente: Should a Social Enterprise Adopt a For-Profit Business Model
Chris Laszlo; Anya BriggsCase IVEY-9B13C033-EEntrepreneurship, Leadership and People Management, StrategyThis case presents a social enterprise considering whether a for-profit model might be an effective way to scale its impact. Mexico City-based La Vaca Independiente (The Independent Cow) was founded to bring art to underprivileged children. The founder observed that many global problems are caused by humanity’s increasing state of isolation, with individuals disconnected from the planet and from each other. She concluded that most benefit corpora...Starting at €8.20
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Clarke: Transformation for Environmental Sustainability
Chris Laszlo; Katey McCabe; Eric Ahearn; Indrajeet GhatgeCase IVEY-9B12C012-EEntrepreneurship, Leadership and People Management, StrategyClarke, a mosquito abatement company seen as having a core business that is environmentally harmful by its very nature — selling pesticides — faces unique challenges in its transformation into a sustainable enterprise. Should it shift its focus entirely towards offering “green” pesticides and risk losing some of its customers, or should it keep offering its less expensive, more toxic products? This case shows how even when innovation leads to new...Starting at €8.20
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Cahiers du Cinema and The French Film Industry
Khaire, Mukti; Corsi, Elena; Billaud, EmilieCase HBS-812125-EEntrepreneurshipThe French film magazine Cahiers du Cinema contributed to strengthening the characterization of film as art in France. The note provides background information on the magazine's history, on the French film industry and on French film magazinesStarting at €8.20
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Noma: A Lot on the Plate
Khaire, Mukti; Corsi, ElenaCase HBS-814097-EEntrepreneurshipIn 2014, the restaurant Noma, based in Copenhagen, Denmark, was considered to be amongst the best restaurants in the world, and its co-founder, co-owner and chef, Ren Redzepi, among the most influential chefs. The restaurant was also leading the new Nordic food movement, a movement focused on rediscovering Nordic cuisine and ingredients, which had helped increase the popularity of Danish cuisine. Since 2013 Noma had a new investor, the American...Starting at €8.20
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Storehouse Tea: Cultivating Options for Growth
Chris Laszlo; Katherine Gullett; Stephanie HagenCase IVEY-9B18M202-EEntrepreneurship, StrategyIn January 2017, the owner and founder of Storehouse Tea based in Cleveland, Ohio, was considering the company’s next move. Storehouse Tea focused on providing organic, fair trade certified teas, and the founder was committed to operating her business in a way that would have a positive impact in the world by providing work to local refugees. However, she wondered how she could scale this impact. Among her options, she could introduce product ext...Starting at €8.20
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Viridity Energy: The Challenge and Opportunity of Promoting Clean Energy Solutions
Chris Laszlo; Anshuman Chandrachud; Indrajeet GhatgeCase IVEY-9B12M035-EEntrepreneurship, Leadership and People Management, Marketing, StrategySmart grid companies such as Viridity Energy are finding profitable opportunities to help their customers cut energy bills and simultaneously get credit for greater environmental responsibility. But will consuming fewer dirty watts from fuel sources such as coal and natural gas be a sufficient objective for customers in the future? What will rising societal expectations, tougher environment regulations, and new distributed clean energy technologi...Starting at €8.20
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The Michelin Restaurant Guide: Charting a New Course
Khaire, Mukti; Corsi, Elena; Lenhardt, JeromeCase HBS-814088-EEntrepreneurshipCreated in 1900 by the tire manufacturer Michelin, the Michelin Restaurant Guide was widely considered the international benchmark of food rating, and, by 2013, boasted paper editions in 23 countries, and had recently expanded to the United States and Asia. Paper sales however had dropped, following the emergence of free, online guides, global players, and more broadly, the wider diffusion of the Internet. In 2012, the Guide had launched a new ra...Starting at €8.20
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Bitfury: Blockchain for Government
Weiss, Mitchell B.; Corsi, ElenaCase HBS-818031-EEntrepreneurshipIn the Republic of Georgia, legend had it their land was a precious gift from God he had intended to keep for his mother. But over time, the land had been under intermittent threat from without and within. In 2017, the Bitfury Group, which Valery Vavilov had co-founded, had helped publish 300,000 Georgian land titles onto the blockchain, making them immutable and, many believed, unhackable. What came next, Vavilov's team envisioned, were smart p...Starting at €8.20