September 2, 2014

News Release

Berkeley-Haas Case Series Focuses on Unconventional Strategies for Success

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Contact:
Pamela Tom | ptom@haas.berkeley.edu | 510.642.2734

UNIVERSITY OF CALIFORNIA, BERKELEY’S HAAS SCHOOL OF BUSINESS –Berkeley-Haas Dean Rich Lyons today announced the launch of the Berkeley-Haas Case Series, which extracts lessons for success from unconventional management strategies and disruptive trends.

Insights into Netflix’s pricing strategies, a startup’s search for the right market for its new technology, and Genentech’s use of culture to drive business are just a few of the 20 Berkeley-Haas cases that debuted on the Harvard Business School Publishing website. The Haas School will add 10 to 15 new cases every year.

See: Berkeley-Haas Case Series at Harvard Business Publishing for Educators

“The aim of our new Berkeley-Haas Case Series is to incite business innovation by clarifying disruptive trends and questioning the status quo,” says Rich Lyons, dean of the Haas School of Business.

The Berkeley-Haas Case Series will provide a new resource for business professors, practitioners, and policy makers, as well as students and alumni wanting to learn how questioning the status quo can lead to innovation and success.

The Haas cases intentionally align with the school’s mission to develop the next generation of innovative leaders who drive fresh thinking at every level of their organizations. Some of the cases draw on lessons learned in Haas’ experiential learning courses focused on applied innovation.

Netflix: Pricing Decision 2011 takes a look back at Netflix’s decision to split its streaming video and DVD subscription services.

Alphabet Energy: Thermoelectrics and Market Energy tracks the young company’s effort to determine the right market for its new technology that turns heat into electricity.

Genentech … Culture Change to Drive Business Results  follows a senior vice-president in her quest to merge four franchises by first changing the company culture.

Zoosk: Pivoting to Win the Dating Game couples analysis of the romantic social network’s startup launch and how a fortuitous pivot based on external factors changed the company’s future.  

Upcoming: Maersk Line: B2B Social Media –‘It’s Communication, Not Marketing’ explores how the container shipping company charted the new waters of social media to reduce print advertising and sponsorships.

The Berkeley-Haas Case Series is produced by UC Berkeley’s Haas School of Business, which also publishes the California Management Review, a quarterly peer-reviewed management publication.

Harvard Business Publishing (HBP) is a not-for-profit, wholly-owned subsidiary of Harvard University, reporting into Harvard Business School. Its mission is to improve the practice of management in a changing world.