HBR On Strategy
How to Expand Beyond a Direct-to-Consumer Strategy
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Direct-to-consumer businesses play an outsize role in disrupting industries. But after that initial disruption, industry competitors often adapt. Harvard Business School professor Len Schlesinger and co-founder and CEO of RSE Ventures Matt Higgins studied the teledentistry company SmileDirectClub and wrote a case study about its challenges as it scaled. In this episode, they explain how the company expanded to own an entire category of dental care products.