Day Two: Going to Market with Gut Microbiome - 2024/2025 Edition - Lihi Segal, Ayalet Israeli, and Professor Lakshman Krishnamurthi

Discover the challenges of bringing a new and complex product to market with this case study, designed for a rich discussion of market segmentation, targeting, distribution channels, and business models. This Harvard Business School note provides the perfect discussion starter for your 2024/2025 marketing class. It analyzes DayTwo, an Israeli startup that applies research on the gut microbiome and machine learning algorithms to deliver personalized nutritional recommendations to its users. Explo...