Product details

Share this page:
Please find below the full details of the product you clicked a link to view.
Thumbnail image for 9-816-005
Reference no. 9-816-005
Prize winner
Subject category: Entrepreneurship
Published by:
Harvard Business Publishing (2015)
26 October 2015
Revision date:
28 pages
Data source:
Field research


To accelerate Bigbelly's sales growth and its 'smart cities' positioning, its CEO planned to shift his company from equipment sales to a subscription service. Jack Kutner hoped to re-position Bigbelly's solar-powered trash compacting stations beyond trash and recycling and use them also to provide public space Wi-Fi, advertising, and urban intelligence sensors. 'One year from now we will no longer sell any machines,' Kutner planned to tell the company's board of directors. Would they buy his subscription-only pitch? And if they did, would Bigbelly's still-reluctant purchasers?


Information technology; Entrepreneurship; Sales; Innovation; Government; Internet; Platforms; Infrastructure; Business & government relations; Technology; Inventions; Industrial goods
< 50 million, small
Other setting(s):

Access this item
View our pricing guide
or to see prices.

Awards, prizes & competitions

Reviews & usage