Cold Call

TikTok’s parent company, ByteDance, was launched in 2012 around the simple idea of helping users entertain themselves on their smartphones while on the Beijing Subway. By May 2020, TikTok operated in 155 countries and, together with Douyin (its China app), it had roughly one billion monthly active users, placing it in the top ranks of digital platforms globally. Some industry experts argued that it was the first consumer app operating at scale where artificial intelligence (or AI) was the product. But TikTok had drawn the attention of competitors, regulators, and politicians — especially in the U.S., where commercial success was critical to its long-term enterprise value. With less than two percent of its global revenue generated in the U.S., should the company continue to drive growth there or focus on monetizing that audience by introducing revenue generating activities like advertising? Would TikTok become the first “Super App” with a global footprint or, if it moved too fast, did it run the risk of becoming a supernova that shone brightly only for a passing moment? Harvard Business School senior lecturer Jeffrey Rayport discusses these strategic challenges in his case, “TikTok in 2020: Super App or Supernova?”

In November 2019, Mass General Brigham (MGB) was the largest recipient of National Institutes of Health funding in the world. The Innovation Office, led by Chief Innovation Officer Chris Coburn, sought to capitalize on that funding – with the goal of commercializing research done at the hospital to generate revenue and improve patient care. But CEO Anne Klibanski and other key stakeholders had a serious concern: although women comprised approximately 40 percent of the medical researchers and physicians at MGB, the percentage of women participating in innovation activities lagged behind. Harvard Business School associate professor Katie Coffman, Coburn, and MGB’s managing director of administration and strategy Diana Schwartzstein discuss how they worked to identify the main sources of the disparities and find the right strategy to expand and diversify MGB’s community of innovators in the case, “Inclusive Innovation at Mass General Brigham.”

Founded in 2014, Thinx, Inc. makes absorbent underwear that can be worn during menstruation. But the feminine care market had seen virtually no innovation in half a century because of the taboo against discussing the topic of menstruation. As a result, the startup was competing against large incumbents like Procter & Gamble and Johnson & Johnson. Assistant Professor Rembrand Koning examines these strategic marketing challenges and discusses the importance of removing taboos and biases in order to bring innovation to the feminine are market in his case, “Thinx, Inc.—Breaking Barriers in Feminine Care.”

In early 2019, global beer company Molson Coors was exploring how to enter the cannabis beverages business. At the time, cannabis had not yet been legalized in Canada. Initially the company had planned to test a few products in a small geography in Canada to see if there might be a viable market opportunity. But the team charged with developing an entry strategy recommended a more aggressive move: pulling forward $65 million to build a facility in Canada to produce cannabis beverages and seize first-mover advantage. That sudden change in direction gave then-CEO Mark Hunter pause. Should he approve the request, or push the team back to the original, more conservative plan? Harvard Business School senior lecturer Derek van Bever and Stephen P. Kaufman (MBA 1965) discuss balancing exploitation and exploration within one of the world’s top brewing companies in the case, “Beyond Beer: Brewing Innovation at Molson Coors.”

The Chinese telecom giant Huawei and other Chinese telecom firms, like ZTE, had been poised to lead the globe in 5G technology—until the U.S. State Department embarked on a global campaign to challenge the market dominance of Chinese firms with the Clean Network program. The initiative, launched in 2020 and led by Under Secretary of State for Economic Affairs, Energy, and the Environment Keith Krach, united countries and companies around a commitment to abide by a set of shared principles in technology adoption, data privacy, and security practices. Is this a new era of multilateral, democratic governance of the internet, or a “splinternet” forcing participants to choose between the U.S. and China? Krach (MBA 1981) and Harvard Business School Professor Meg Rithmire discuss how the Clean Network Program changed the competitive landscape for 5G in the case, “The Clean Network and the Future of Global Technology Competition.”

In 2020, JPMorgan Chase & Co. announced a $30 billion “Commitment to Advance Racial Equity.” This included investments in housing, small businesses, and financial literacy across the U.S., as well as in diversity, equity, and inclusion initiatives within the bank. Harvard Business School professor emeritus Joe Bower and case protagonist Alice Rodriguez, head of community impact, managing director at JPMorgan Chase, discuss the implementation of that commitment and how it aligns with the bank’s longer-term growth strategy in the case, JPMorgan Chase’s Path Forward.

In February 2013, US Airways announced that it would merge with American Airlines to create the world’s largest airline. During the acquisition integration process, CEO Doug Parker had to determine how best to combine the two airlines’ core systems, operating processes, and leadership teams, as well as the appropriate scope and speed of strategic changes. Parker knew that his choices would send important signals to employees, customers, and competitors. Harvard Business School senior lecturer David Fubini discusses how Parker approached those decisions in the case, Merging American Airlines and US Airways.

In August 2017, Baroo Pet Care founder and CEO Lindsay Hyde wanted to continue expanding her pet services startup to new cities. In addition to raising venture capital, she needed to consider her growth strategy. Should she continue focusing on the needs of her early adopters or start tailoring Baroo’s services to more mainstream customers? And how fast is too fast to grow? Hyde (MBA 2014) joins Harvard Business School entrepreneurship Professor Tom Eisenmann to discuss how an early false positive signal from investors set an unsustainable course for her startup in the case, Baroo: Pet Concierge, with additional lessons from Eisenmann’s 2021 book, Why Startups Fail: A New Roadmap for Entrepreneurial Success.

Gong’s business proposition is simple: provide software that automatically captures, understands, and analyzes written and spoken sales conversations to help sales teams sell more effectively. But can technology that leverages conversational insights make a measurable impact on a company’s bottom line? Harvard Business School associate professor Alison Wood Brooks and Gong CEO and co-founder Amit Bendov discuss what salespeople can learn from their own conversations and how Gong can defend against current and future competitors in the case, Gong: Resonating Conversational Insights.

Horst Dassler, the son of the founder of Adidas, cultivated relationships with athletes and national associations – with the aim of expanding his family’s sports apparel business. In doing so, he created the first sports sponsorships for the Olympics, and ultimately became a key force behind the commercialization of sports today. Harvard Business School professor Geoffrey Jones explores the pros and cons of the globalization and commercialization of sport in his case, spanning from the 1930s to the 1970s, “Horst Dassler, Adidas, and the Commercialization of Sport.”