M336
Jennifer Aaker, David Hoyt, Sara Leslie, David Rogier
2010
JetBlue created its first Twitter account in May 2007 (twitter.com/JetBlue). The company’s goal was to target its frequent flyers, the loyal TrueBlue users. Realizing the power of Twitter, JetBlue created a cross-departmental working group from marketing…
OB77
Julia Bator, Michael Brimm, Victoria Chang, Roderick Kramer
2010
In 2010 Glenn Dubin reflected upon the enduring organization and culture he and co-founder Henry Swieca had infused into Highbridge Capital Management over the course of almost two decades
Since the firm’s launch in 1992, New York-based Highbridge had…
SPM42
Darryl Boynton, George Foster, Norman O'Reilly
2010
The management and marketing of global events has enabled growth at Hockey Canada, the National Sport Organization responsible for the sport of ice hockey in Canada. Indeed, through a planned approach to events, Hockey Canada has established an event…
M334
Jennifer Aaker, Ravdeep Chawla, Sara Leslie
2010
Dell began using Twitter in 2007 to clear excess inventory. This case describes the reach and impact that the company had from utilizing this social media channel.
SM185B
Robert Burgelman, Lyn Denend, Robert Siegel
2010
The executives at the helm of TTTech in 2010, faced a sizable challenge in plotting a course forward for the company that would stimulate sustainable, replicable growth in a targeted portfolio of industries. The company’s goal to grow to more than US$200…
SM186
Robert Burgelman, Debra Schifrin
2010
In 2010, France Telecom faced fierce competition from other large European telecommunication companies as well as from French telecoms. The industry was rapidly changing, and France Telecom found itself also competing with content providers, internet…
SM188A
Glenn Carrol, Victoria Chang, David Hoyt, Hayagreeva Rao
2010
Illycaffè is a family company, founded in 1933. It grew to become an internationally successful company focusing on the premium coffee market based on an uncompromising quest to provide the perfect cup of coffee. In 2003, the company decided to…
M328B
Jennifer Aaker, Sara Leslie
2010
Community service had a long history of success at NIKE. Often, employees did not even see their work as “volunteering”—they felt like they were doing what they loved and making a difference to the people around them. Despite this enthusiasm, corporate…
OIT101B
Lyn Denend, Anicham Kumarasamy, Stefanos Zenios
2010
In February 2009, approximately $17 billion was allocated by the U.S. government for incentives to encourage hospitals and physicians to adopt electronic medical records (EMR) systems. These funds would be administered under the HITECH Act as part of the…
OIT102
Will Boenig, Lyn Denend, Ruby Majumdar, Daniel Riskin, Stefanos Zenios
2010
In the current healthcare environment, there is a significant need for new medical technologies that promise to expand access to important diagnostics, treatments, and specialty services by reducing costs, without sacrificing quality relative to…
M331
Jennifer Aaker, Heidy Kwan, Sara Leslie
2010
In many ways, Alex Scott was a regular kid. Her favorite food was French fries; her favorite color, blue. She hoped to be a fashion designer one day. But in other ways—perhaps most ways—Alex was different. In 1997, just before her first birthday, Alex was…
OB78
Jeffrey Pfeffer
2010
Pay and promotion discrimination for women continues in the United States. Women earn less than similarly qualified men, tend to work in occupations and job titles that pay less, and are underrepresented in senior management ranks, including CEO and…
SPM43
George Foster, Norm O'Reilly
2010
In 2009, ParticipACTION was a Toronto-based not-for-profit organization that had a storied history of inspiring and supporting active and healthy living for Canadians. Led by CEO Kelly Murumets, ParticipACTION was to lead a steering committee of…
OIT101A
Lyn Denend, Anicham Kumarasamy, Stefanos Zenios
2010
In 2005, Stanford Hospital and Clinics (SHC) was internationally recognized as a leading medical institution in terms of its clinical capabilities and specialty expertise. However, the organization was lagging many of its competitors in terms of its…
OIT100
Nathan Blair, Lyn Denend, Stefanos Zenios
2010
“Safety net” providers play an essential role in delivering health care to underserved populations in states such as California. As the prominence of the safety net increases, medtech innovators seeking to make a difference have begun to design and…
OIT71B
Lyn Denend, Erica Plambeck
2010
In 2007, Walmart launched a new business strategy designed to meet three sweeping and aggressive environmental goals set by CEO Lee Scott: (1) to be supplied 100 percent by renewable energy; (2) to create zero waste; and (3) to sell products that sustain…
SM190
Robert A. Burgelman, Robert Eric Siegel, Morgan Hallmon
2010
In 2010, First Solar was the global leader in photovoltaic (PV) modules and looked to dominate the market going forward. The company’s strong market position was largely predicated on its proprietary Cadmium Telluride (CdTe) cell technology, which had…
SM181A
Sara Leslie, Jesper Sorensen
2010
Peter Löscher became CEO of Siemens in July, 2007. It was one of the most turbulent times in the company’s history as the company was reeling from a compliance scandal involving hundreds of millions of Euros in suspected bribes, and had to pay billions…
OIT96
Gretchen Daily, Sara Leslie, Erica Plambeck
2010
This case focuses on an opportunity that American Electric Power (AEP) has to invest, with The Nature Conservancy (TNC), in one of the world’s first projects for Reducing Emissions from Deforestation and Forest Degradation (REDD). The proposed plan was…
OIT103
Lyn Denend, Haim Mendelson, Stefanos Zenios
2010
In 2005, Stanford Hospital and Clinics (SHC) was internationally recognized as a leading medical institution in terms of its clinical capabilities and specialty expertise. However, the organization was lagging many of its competitors in terms of its…
M333
Jennifer Aaker, Sara Leslie
2010
Tony Hsieh, originally an investor and advisor to the online footwear company, Zappos, joined the company in 2000, serving as the co-CEO. His partner, Nick Swinmurn, was intent on building the next internet retailing powerhouse and satisfying customers’…
RE135
Kathleen Kavanaugh, Jake Kraft, Baba Shiv
2010
The Dean of the Stanford Graduate School of Business (GSB), Bob Joss, must decide whether to make the school’s new campus LEED certified. LEED stands for Leadership in Energy and Environmental Design and was an environmental certification awarded by the U…
OIT71C
Lyn Denend, Erica Plambeck
2010
In 2007, Walmart was sourcing approximately $750 million in seafood annually. Although output from the world’s fisheries had declined to 3 percent of production levels in the year 1900, the company’s volume of seafood business was growing at roughly 25…
P76
David Baron
2010
Despite concerns about censorship and putting users in jeopardy, Google decided to launch Google.cn in 2006. Google stated that it would monitor conditions in China and even reconsider its approach to China if warranted.
Three years later, in December 2009…
